Nike: Love Sport
Quickstrike Advertising for Chinese Athlete Liu Xiang done within 12 hours
Agency Wieden + Kennedy: Brand partner and campaign leadership from briefing, strategy, to creative development and production.
Liu Xiang, the national hero in China, was expected to win again in Beijing Olympics. The moment he withdrew from the game due to injury, the whole country was shocked with disappointment, misbelief and all of his sponsor brands were silenced and decided to pull out his advertising.
However, we swiftly changed the plan and helped Nike to launch a quickstrike campaign overnight with an inspiring message “Love Sport even when it breaks your heart”. And we didn’t stop there.
With no client brief and not knowing what would happen next, we showed undoubted belief in the power of sport, and followed his rehabilitation journey in US with a small video crew, and celebrated his return with a documentary named “Chase” one year later. Given all the exclusive footage no other media owned (but Nike), the 23-mins documentary gained free prime time airing on national and local TV channels - as a result reaching over 33 million people.
The documentary also won a Pencil for Branded Entertainment at One Show.
