NIKE: Dare to Become
Client: NIKE
2018
🎯 Challenge
China dreams of one day becoming a football superpower, but up until now the national team has shown little promise. In 2018, when China once again failed to qualify for the World Cup, fans hit a new low and kids who play the game were in danger of losing their motivation to play and progress their game altogether.
💡 Insight
After speaking to football-loving teens, we discovered that they believed Chinese football would in fact be great… one day. But by that time, they would already be grown up and it wouldn’t have anything to do with them.
🚀 Solution
Show the current generation of football-loving teens that China’s glorious football future can only happen if they create it.
The Work
Underneath the campaign message ‘Dare to Become’, we envisioned a future where China dominated world football. But it would only be possible if the young generation today are ready to make it happen. Our film generated over 400m views and sparked huge debate about the future of the game in China.
