Cannes Lions

CNY

WIEDEN+KENNEDY SHANGHAI, Shanghai / NIKE / 2020

Awards:

1 Shortlisted Cannes Lions
Film
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Overview

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OVERVIEW

Execution

Every Chinese New Year, it’s custom for elders to give red envelopes, or Hong Bao (??), to children. The children, then, politely refuse the Hong Bao. This goes on for decades until the children grow up to have a family of their own. Then, it’s their turn to give Hong Bao back to their elders.

In the first ever Chinese New Year film for Nike, we put a spin on this old tradition.

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