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.
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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.
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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.
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“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.”
Credits
NIKE CHINA
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
WIEDEN+KENNEDY SHANGHAI
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:
ANIMATION PRODUCTION COMPANY: PSYOP
Executive Producer: Andrew Linsk
Senior Producer: Michael Neithardt
ANIMATION PRODUCTION: RUDO CO.
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
EVENT AGENCY: K2 SHANGHAI CO.,LTD
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
AVL Company: AVPROMOTIONS LTD.SH
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
PRODUCTION COMPANY FOR IMPACT VIDEO: HAMLET CHINA
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
PRODUCTION COMPANY FOR WWC QS PRE-ACTIVE VIDEO: HAMLET CHINA
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
PRODUCTION COMPANY FOR WS FIRST GOAL VIDEO: Fin Design + Effects
Producer: Lexie Hsieh
Audio Production: Cashmere Studio
Producer:Xiaobing Xu
Music & Sound Design: Lufan Yang
Mixing: Lufan Yang, Kaka
