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2018 ADC Awards - Advertising

Nike Badge of Honor

Agency Wieden+Kennedy / Shanghai + Amanacliq / Shanghai + Passion Pictures / New York + Brand New School / Los Angeles

Client Nike China
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Annual ID

ADC_ADV18037B

About the Work

In China, parents want their kids to have fun playing sports but are nervous about the possibility of them getting hurt. So on Children’s Day 2017 Nike offered kids’ a symbol of their dedication to sport called the Nike “Badge of Honor,” a series of uniquely designed bandages available free after the purchase of Nike “Young Athletes” products at over 100 Nike retail stores. 4 sets of 14 bandages were designed for basketball, running, football and skateboarding. All packaged in specially designed sleeves that unfold into comic strips telling fictional stories of young athletes who played hard, fell down and then found the courage to get back up. Links to the animated versions of each story featuring Nike star athlete cameos were included on the packages. “When you play, play hard” became a hot topic on social media while all 100,000 packs “sold out” in just one week.