BE TRANSFORMED CAMPAIGN

TitleBE TRANSFORMED CAMPAIGN
BrandNIKE SPORTS (CHINA)
Product / ServiceSPORTS APPAREL
CategoryD01. Digitally Led Integrated Campaign
EntrantWIEDEN+KENNEDY SHANGHAI, CHINA
Entrant Company:WIEDEN+KENNEDY SHANGHAI, CHINA
Advertising/Web Design Agency:WIEDEN+KENNEDY SHANGHAI, CHINA

Credits

Credits

Name Company Position
Conan Wang Wieden + Kennedy Shanghai Creative Director
Gino Woo Wieden + Kennedy Shanghai Art Director
Nick Cohen Wieden + Kennedy Shanghai Executive Creative Director
Yu Si Wieden + Kennedy Shanghai Copywriter
Meng Ling Wieden + Kennedy Shanghai Designer
Jeff Yan Wieden + Kennedy Shanghai Flash Developer
Francis Lam Wieden + Kennedy Shanghai Creative Technologist
Leal Bao Wieden + Kennedy Shanghai Digital Designer
Kerli Teo Wieden + Kennedy Shanghai Executive Producer
Denise Phua Wieden + Kennedy Shanghai Producer
Xiuhong Zhao Wieden + Kennedy Shanghai Digital Producer
James Li Wieden + Kennedy Shanghai Producer
Rain Huan Wieden + Kennedy Shanghai Digital Producer
Haibo Huang Wieden + Kennedy Shanghai Editor
Jacky Mei Wieden + Kennedy Shanghai Editor
Jackie Liang Wieden + Kennedy Shanghai Traffice

Brief Explanation

"Be Transformed" is about achieving positive transformation through training and dance. We worked with a Chinese celebrity blogger who underwent a training program that became a 6 week integrated experience unfolding over time. Our bloggers story of transformation played out across blogs, social networks as well as print and OOH. A series of 5 web-films were created and seeded online with additional instructional content enabling our audience to not just follow, but train alongside our celebrity. Overall we connected with our audience in a fresh, and highly relevant way, with over 1 million netizens engaging with the "Be Transformed" experience.