ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Social Media / Wildcard - Single
Annual ID
ADC_INT19078M
About the Work
宝贝 - ‘precious’ in Chinese. A word overprotective parents use as a term of endearment for their children. But as a brand that exists to realize the potential in athletes, Nike believes ‘宝贝’ is holding Chinese children back. On June 1st - Children’s Day - an event usually reserved for soft toys and sentimental celebration, Nike set out to harness the power and athleticism in every Chinese child by giving them a rallying cry: “Don’t Call Me Precious”. A provocative film launched on Children’s Day hit a nerve with parents - with reactions ranging from respect to outrage - resulting in over 70 million views.
2019 Awards
Total Points: 2
Merit Honor
Credits
Agency
R/GA / Shanghai
Art Director
Kaori Lo
Creative Director
Cook Xu
Ashley Chin
Timothy Chen
Yimeng Bai
Designer
Martha Ma
Executive Creative Director
Terence Leong
Strategist
Scarlett Li
Account Team
Richard Zhou
Lexi Wang
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