| Title | DON'T CALL ME PRECIOUS |
| Brand | NIKE |
| Product / Service | NIKE CHINA CHILDREN'S DAY CAMPAIGN |
| Category | B08. Leisure |
| Entrant | R/GA SHANGHAI, CHINA |
| Idea Creation | R/GA SHANGHAI, CHINA |
| Production | PLAYFULL Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Terence Leong | R/GA Shanghai | Executive Creative Director |
| Cook Xu | R/GA Shanghai | Associate Creative Director |
| Timothy Cheng | R/GA Shanghai | Associate Creative Director |
| Ashley Chin | R/GA Shanghai | Associate Creative Director |
| Yimeng Bai | R/GA Shanghai | Associate Creative Director |
| Kaori Lo | R/GA Shanghai | Senior Art Director |
| Martha Ma | R/GA Shanghai | Visual Designer |
| Richard Zhou | R/GA Shanghai | Account Director |
| Lexi Wang | R/GA Shanghai | Account Manager |
| Barry Peng | R/GA Shanghai | Senior Producer |
| Ann Yao | R/GA Shanghai | Associate Producer |
| Hon Foong | R/GA Shanghai | Content Producer |
| Laurent Thevenet | R/GA Shanghai | Senior Technology Director |
| Dragon Chiang | R/GA Shanghai | Software Engineer |
In the “Don’t Call Me Precious” film, the children focus on their beloved sport event, like basketball, running, football, boxing. They express their true thoughts through their words -- The boy who encounters a strong enemy in the basketball game says: “You (the parents) can’t help me in the game, unless I fight for myself.” The girl who stops running because she reaches out her limit says: “It’s okay, you are not the first one who look down upon me.” Eventually, they find their potential in the athletic field, and feel the challenge and fun in the sports. The potential of the athlete that those children have are always misjudged or limited because of the “precious” stereotype of them.