Cannes Lions

Nike-Badge of Honor

NIKE CHINA, Shanghai / NIKE / 2018

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Overview

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Overview

Description

In China, parents want their kids to have fun playing sports but are nervous about them getting hurt. So on Children’s Day 2017 Nike offered kids a symbol of their dedication to sport in China with the Nike “Badge of Honor.” It was a series of specially designed bandages available free after the purchase of the Nike “Young Athletes” products. Four sets of 14 bandages were designed for basketball, running, football and skateboarding. The bandages packs unfolded into comic strips telling fictional stories of young athletes who played hard, fell down and found the courage to get back up again.

Execution

The “Badge of Honor” was a series of specially designed bandages available for free after the purchase of Nike “Young Athlete” products at Nike retail stores in China.

Four sets of 14 bandages were designed for basketball, running, football and skateboarding. They unfolded into comic strips that told fictional stories of young athletes who played hard, fell down and found the courage to get back up again.

On the packages, we included links to animated versions of the stories, featuring Nike athlete cameos such as Su Bingtian, Asia’s fastest sprinter; Zhao Lina, goalkeeper of the Women’s football team; Zhang Guowei, high jumper; and Yi Jianlian, veteran basketball player.

One of the “When you play, play hard” comeback stories was even brought to real life as the story’s heroes helped cheer on kids and parents alike at the 2017 Shanghai Family Marathon through motion-activated billboards.

The billboards resembled larger-than-life bandage shapes.

Outcome

All 100,000 bandage packs were “sold out” in just one week.

The animation films scored over 14 Million views on digital and generated 7 Million social media conversations, the highest the Young Athletes category has ever achieved.

“When you play, play hard” became a hot topic on social media while China’s star athletes and influencers joined in wearing their “Badge of Honor” proudly.

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