Nike Campaign Champions Chinese Women’s Football Via Wieden+Kennedy Shanghai

“The teams’ personal stories are an inspiration that we wanted to tell the entire country.”

Nike and its long-time creative partner Wieden+Kennedy Shanghai recently launched a series of football campaigns, including two feature films and one outdoor stunt to encourage the whole nation to “follow their heart.”

To kick things off the campaign held a light show stunt to celebrate the Chinese football star Wang Shuang at Tank Shanghai starting from July 17th to 22nd. The West Bund, a historic museum in Shanghai, was filled with hearts as groups of Wang Shuang fans gathered in front of Tank Shanghai to send their hearts and best wishes to the Chinese global-trotting football star who makes her signature “heart gesture” every time she scores during a game.

According to W+K Shanghai, the stunt “Play With Heart” x Tank Shanghai marks Nike’s tribute to the star, in an effort to inspire the nation to follow their heart through the inspiring story of Wang Shuang and her “heart buddy” who represents her love for football and the younger generation of future female footballers.


The agency’s creative team hijacked the tank-looking art gallery in Shanghai and turned it into a large-scale printed mural focused on Wang Shuang’s iconic heart sign. During the night, the mural turns into an epic light show which also serves as a canvas for everyone to send their hearts and love to Wang Shuang against a backdrop of mixed locations based on a feature animation film released prior to the stunt.

Meanwhile, the team also launched an animation to celebrate the whole Chinese Women’s Football Team by visualizing a family portrait wall featuring the team’s most heartfelt stories both on and off the field.

“The teams’ personal stories are an inspiration that we wanted to tell the entire country,” said Matt Meszaros, Head of Creative at W+K Shanghai.

The agency added: “The series campaign later triggered heated discussions and impressions across social media, considered as yet another successful collaboration between Nike and its long-term creative partner WKSH.”



Brand Creative Senior Director: Simon Lee, Che Lin

Narrative Director: Michael Chien

Narrative Manager: Jovi Weng

Art Director: Diana Tang

Senior Designer: Scott Wang

Designer: Cyan Wang, Lulu Zhang

Copywriter: Tiara Xu

Production Director: Kelly Zhan

Senior Producer: Sherry Xu, Christina Zhang

Producer:Daisy Su 



Chief Creative Officer:  Ian Toombs / Vivian Yong

Head of Creative: Matt Meszaros

Creative Director: Zhong How

Associate Creative Director: Uty Chen / Ruby Li / Jing Qiu / Gem Xu

Senior Art Director: Huicheng Wu

Junior Art Director: Shuheng Fu

Art Director: Huzi Hu

Senior Copywriter: Journey Xie

Head of Production: Fang Yuan

Senior Producer: Iris Li / Rony Chan

Producer: Jazzy Zhao / Yifan Pan / Leah Ai

Production Assistant: Doreen Zhu

Head of Planning: Summer Yang

Senior Planner: Bart An / Alan Wu

Junior Planner: Katie Li

Co-Head of Brand Management: Qinna Ye

Brand Director: Yuting Zhang / Xueer Ren

Senior Brand Manager: Esther Choi

Brand Manager: Jessica Liu

Senior Brand Executive: Howan Tong / Wayne Zhang / Louise Cai

Business Affairs: Jessica Deng / Hui Ye / Gloria Ji

Head of Design: Juni Tsu

Designer: Loop Lu / Shiqian Pan / Chumeng Zong / Eighteen Zhang


Leading Design Producer: Vic Zhang

Senior Retoucher: Changqing Lee

FA Artist: Dennis Chen

In-house Editor: Juno Zhu


External Credits:


Executive Producer: Andrew Linsk

Senior Producer: Michael Neithardt



Direction: Pablo Rafael Roldan

Art Direction: Jesica Bianchi, Pablo Rafael Roldan

Direction Assistant: Jesica Bianchi


Executive Producer: Esteban Cuenca

Head of production: Ailin Bustamante

Line producer: Rocio Garcia, Ailin Bustamante

Production assistant: Manuela Alberti

Animation Director: Juan Pedro Ramos, Mariano Fernandez

Animatic: Juan Pedro Ramos, Lio Skliar

Animatic pitch: Gabriel Fermanelli


Character Design: Jesica Bianchi, Pablo Rafael Roldan, Gaston Pacheco, Daniel Hincapie

Art Research: Catalina Mentiguia, Emilia Calvo, Juan Barabani. Milan Enguehard-Souc, Mariano Albano.

Styleframes: Jesica Bianchi, Pablo Rafael Roldan, Mariano Albano, Emilio Rubione, Belen Fernandez.

Backgrounds: Jesica Bianchi, Pablo Rafael Roldan, Malena Zeballos, Daniela Barella, Mariano Albano, Emilio Rubione, Belen Fernandez.


Miscellaneous: Andres Yeah, Gonzalo Freiganes, Federico Maksimiuk, Mateo Vallejo, Lio Skliar.


Lead Layouts: Mariana Diaz.

Layouts: Mariano Albano, Daniel Hincapie, Emanuel Gimenez, Daniela Barella, Eugenia Beizo, Esteban Dunand, Simon Orcesi,


Model sheets: Mariano Albano, Esteban Dunand, Daniel Hincapie.


Lead Animator: Juan Pedro Ramos, Mariana Diaz, Diego Cristofano.

Lead Clean up: Agustina Ceballos


Cel animation assistance, clean up & color: Ezequiel Torres, Mariana Diaz, Mariano Fernandez, Nicolas Sole, Luis Vallejos, Juan Pedro Ramos, Patricio Rey, Pablo Conde, Will Pietrch, Matias Petroli, Javier Marino, Javier Delestal, Shuggie Laufquen, Simon Orcesi, Matilda Segura, Eugenia Beizo, Fernando Aguilar, Esteban Dunand, Facundo Garcia, Mercedes De Santis, Pablo Chamber, Milena Benmuyal, Micaela Carrizo,Sofia Sosa, Sean Dowd, Daniela Barella, Pablo Chamber, Amadeo Meza, Florencia Ponticelli, Alan Mohamed, Isaac Ilustra, Miguel Carmuega, Kathya Zuniga, Emanuel Gimenez, Gaston Herrera, Andrea Miramont, Santiago Vilanova.


Lead Digital composition: Alcides Izaguirre

Digital composition: Andres Almasio, Federico Maksimiuk, Mariano Fernandez.
Additional Digital Composition: Andrés Canevari


3D: Mateo Vallejo, Pablo Colabella.

3D models: Dennis Rocha



General Manager: Xavier Cagnion

Event Project Director: Emma Shen

Event Project Manager: Elvin Yao

Event Production Manager: Lucia Xu

Event Logistic: Kristy Liu


Event Setup: Technology Decoration Kernel

Account Director: Nic Zhang

Project Manager: Bran Hu

Production Manager: Sam Fang



Marketing Director: Jerry Song

Senior Project Executive: Jason Zhu

Mapping Engineer: Yanwen Wu

Lighting Engineer: Huaqiang Wang

Audio Engineer: Lihua Dong


Interactive Company: Key Factory

Overall Management: Chris Zhang

Technical Director: Larry Zhou

Software Programmer: Mabel Dong

2D Content Designer: Ivey Wang, Sundy Pan

3D Content Designer: Qing Hua, Davy Lu


Security Company: Shanghai VSP Security Services Co., Ltd.

Account Manager: Yiduo Zhou


Hostess Company: APLUS

Director: Vivi Lin

Supervisor: Yuhao Chen

Hostess: Ting, Yue Feng


Host Company: Siying Media

Director: Jefferson Chen

Supervisor: Nicole

Host: Zuzu, Tu


Photography: Shanghai EnKai Cultural Communication co. LTD

Photographer: NK Chu, Baiyu Zhu


Field Service: Qi Zhong

Director: Chao Huang

On-site: Songwei Wang



Managing Director: Yimeng Zhang

Executive Producer: Claire Qin

Hamlet Producer: Duffy Du, Jia

Production Manager: Li Jia

Line Producer: Tony Yan, Alex Wu


Director: Li Yue

DOP: Dustin Tung

1st AD: Peggy

Gaffer: Pi

1st AC: Xiao Qiang

Key Grip: Jiang Xuechun

Drone/FPV: Ma Yongzhe

DIT: Chris Wang

Stylist: zxxue

Casting: Lila, Ian

Runner: Qi Zhong

Stills Photographer: Na Tuo


Post Production

Offline Editing: Bing

Color Grading: MZ Studio

Online Editing: Hue Post

Mixing: Hush Studio

VO Talent: Pubu Zhima



Executive Producer: Claire Qin

DOP: Jimmy Wong

Art Director: Jack Zhuang

Props Master : He Guoshun

Focus Puller: Xiaobao Song

Gaffer: Alejandro

Bolt: Haikun


Post Production

Offline Editing: Jimmy Wong

Color Grading: MZ Studio

Online Editing: Hue Post

Mixing: Hush Studio



Producer: Lexie Hsieh


Audio Production: Cashmere Studio

Producer:Xiaobing Xu

Music & Sound Design: Lufan Yang

Mixing: Lufan Yang, Kaka

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