Cannes Lions

QIANGDIAO

WIEDEN+KENNEDY SHANGHAI, Shanghai / NIKE / 2020

Film

Overview

Entries

Credits

Overview

Execution

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.

Similar Campaigns

12 items

Al Rihla Arena: FIFA World Cup, Fan Zone Experience

JACK MORTON WORLDWIDE, Dubai

Al Rihla Arena: FIFA World Cup, Fan Zone Experience

2023, ADIDAS

(opens in a new tab)