Cannes Lions

QIANGDIAO

WIEDEN+KENNEDY SHANGHAI, Shanghai / NIKE / 2020

Film
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Overview

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In Shanghai there’s this term, Qiang Diao (??). It roughly translates to swag, confidence, or flair. But Qiang Diao isn’t something you can buy. It’s not a light switch you can just turn on. Nor is it something you’re born with. Qiang Diao is earned. Through hard work and sport.

This film is about a young Shanghai butler. While on a city-wide mission to find Qiang Diao for his billionaire boss, he ends up earning it.

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