NIKE BELIEVE IN MORE : ZHOU DONGYU

Short List
TitleNIKE BELIEVE IN MORE : ZHOU DONGYU
ClientNIKE GREATER CHINA
Product / ServiceNIKE WOMEN
CategoryD02. Use of Branded Content created for Digital or Social
EntrantAKQA 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

The Campaign

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.

Credits

Name Company Position
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
Chen Chen AKQA Designer
Ethan Chiu AKQA Senior Developer
Stefan Hawes AKQA Client Partner
Xu Zi AKQA Senior Account Director
Kota Iguchi Cekai Director
Naoya Watanabe Cekai Executive Producer
Taro Mikami Cekai Producer
Thomas Faucheur Green United Music Executive Producer
Fabien Langard Green United Music Producer
Ronald Qiu Green United Music Producer
Links
Supporting Webpage