Title | BE TRANSFORMED CAMPAIGN |
Brand | NIKE SPORTS (CHINA) |
Product / Service | SPORTS APPAREL |
Category | D01. Digitally Led Integrated Campaign |
Entrant | WIEDEN+KENNEDY SHANGHAI, CHINA |
Entrant Company: | WIEDEN+KENNEDY SHANGHAI, CHINA |
Advertising/Web Design Agency: | WIEDEN+KENNEDY SHANGHAI, CHINA |
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 |
"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.