|Title||NIKE BELIEVE IN MORE : ZHOU DONGYU|
|Brand||NIKE GREATER CHINA|
|Product / Service||NIKE WOMEN|
|Category||D02. Use of Branded Content created for Digital or Social|
|Entrant||AKQA Shanghai, CHINA|
|Idea Creation||AKQA Shanghai, CHINA|
|Production||AKQA Shanghai, CHINA|
|Production 2||CEKAI INC. Tokyo, JAPAN|
|Production 3||ENGINE FILM Tokyo, JAPAN|
|Production 4||DIGITAL GARDEN Tokyo, JAPAN|
|Production 5||GREEN UNITED MUSIC Shanghai, CHINA|
|Eric Cruz||AKQA||Executive Creative Director|
|Derek Lui||AKQA||Associate Creative Director|
|Joshua Lim||AKQA||Senior Art Director|
|Dominic Tang||AKQA||Sr Art DIrector|
|Ines Li||AKQA||Sr Writer|
|Achur Chen||AKQA Shanghai||Sr. Writer|
|Ethan Chiu||AKQA||Senior Developer|
|Stefan Hawes||AKQA||Client Partner|
|Xu Zi||AKQA||Senior Account Director|
|Naoya Watanabe||Cekai||Executive Producer|
|Thomas Faucheur||Green United Music||Executive Producer|
|Fabien Langard||Green United Music||Producer|
|Ronald Qiu||Green United Music||Producer|
In China, a woman’s rise to stardom is often credited to her looks, her connections, or just pure luck. Fueled by social media, girls in China tend to blindly chase the allure of celebrity and success. What if Nike could redefine what success could mean? What if success was actually born from failure? This was Nike’s opportunity to tell a different story of female success and identity, through Zhou Dongyu, a failed athlete turned celebrated actress.
In July 2017, Nike Women: Believe In More launched as a 360° mobile film on Wechat, China’s biggest social network. Our target audience were millennial Chinese women, and our non-traditional format of interactive 360° mobile video reached them where they shared, talked, and spent the most time. Believe In More debuted on UMAX screens in major cities, leading to the full mobile film, as well as social conversation on Weibo (China’s Twitter) about female success and identity under the hashtag #BelieveInMore. The experience culminated in a 360° shoppable lookbook featuring all the styles in the film.
50M VIEWS 113M SOCIAL IMPRESSIONS 1.1M TRAFFIC TO NIKE.COM
Nike redefined the meaning of female success – one born from failure and self-belief. A 360º interactive biography, Believe In More invited you into actress Zhou Dongyu's most pivotal moments in life across 4 chapters of immersive environments and spatial sound design. A film made for the small screen, where audiences were not just viewers, but participants in her story. Unlike traditional film or TV, Believe In More culminated in a shoppable 360º lookbook featuring styles seen throughout the film, leading to Nike.com. #BelieveInMore got girls talking about the meaning of female identity and success in China.
Nike redefined the meaning of female success – where success can be born from failure and self-belief – through a campaign made for the Chinese millennial generation. Nike presents: Believe In More, a 360° VR interactive biography about one woman’s rise from a failed gymnast to a cinematic force, inviting you into actress Zhou Dongyu's journey. It's a film made for the small screen, where audiences were not just viewers, but participants in the story. Through a WeChat mobile site, fans stepped into Zhou Dongyu’s most pivotal moments in life, across 4 chapters of immersive environments and spatial sound design, leading to her realization that anything is possible when you believe in more. The experience culminated in a shoppable 360º lookbook featuring the styles in the film.