The One Show
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Category
Branded Content / Single
Annual ID
10436T
About the Work
Every athlete chases something different at every point of his or her career. Liu Xiang was on his way to becoming a legend in China after a successful career in track in field. He won all the major competitions and broke the world record in the 110 meter hurdles. He was chasing another gold, but had to withdraw from the Beijing Olympics due to a career threatening injury.
This documentary was created to inspire kids to understand the true meaning of Just Do it through Liu Xiang's story. It follows his journey through his surgery, rehabilitation, and training back onto the track. The documentary was teased during his comeback race a year after his withdrawal. It aired nationally in China on television, was featured on the Nike website, was distributed on the web, and was made into DVD's.
This documentary was created to inspire kids to understand the true meaning of Just Do it through Liu Xiang's story. It follows his journey through his surgery, rehabilitation, and training back onto the track. The documentary was teased during his comeback race a year after his withdrawal. It aired nationally in China on television, was featured on the Nike website, was distributed on the web, and was made into DVD's.
2010 Awards
Total Points: 5
Merit
Credits
Agency
Wieden + Kennedy Shanghai
Creative Director
Nick Cohen
Conan Wang
Director
Feng Liu
Writer
Nick Barham
Dominic Tan
Agency Producer
Kerli Teo
Denise Phua
Feng Liu
Alex So
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