NIKE HONG KONG
_
_
DOWN BUT NOT OUT
▬
▬
Hong Kong is in a series of political trouble after leaving British ruling. Citizens feel like it is a fight they won’t win, and the fear of losing is preventing many from trying their best, athletes especially.
Nike wants to reignite the fighting spirit of the city through the power of sport, we show Rex Tso (Hong Kong’s undefeated professional boxer) knocked down to the ground for the first time.
▬
▬
▬
_
WIEDEN
+
KENNEDY
22.3193° N
114.1694° E
▬
Directed by Michael Mann (Yes, the Oscar-nominated Michael Mann) ◾
_
_
_
SHAME, FEAR, HUMILIATION
▬
▬
Outdoor KVs that stares down and challenges you to stand back up.
_
_
Headlines (shared with other KVs as well): “You can’t guarantee a win, but you can guarantee a fight”
_
_
▬
_
_
▬
_
_
▬
_
_
▬
_
_
▬
_
_
▬
_
_
We chose billboards that look down on on-lookers
▬
_
_
▬
_
_
And took over every corner of Hong Kong
▬
_
_
▬
_
_
MAKING A STATEMENT
▬
_
▬
_
The Nike T-shirt I designed were sold out across Hong Kong. It was planned to be a limited edition, but instead turned into a permanent collection in Nike.
_
_
We worked with hyper local HK influencers to further spread the spirit
▬
_
_
▬
_
_
RESULTS
6.9mm+
▬
▬
FILM VIEWS
76,000+
_
_
WEBSITE VISITS
36MM+
_
_
CAMPAIGN IMPRESSIONS
▬
▬
▬
▬
GOOGLE YEAR IN SEARCH
▬
▬
FEATURED IN
▬
▬
▬
▬
WIEDEN
+
KENNEDY
▬
22.3193° N
114.1694° E
▬
▬
▬
For the first time in Nike history, Rex Tso becomes the first ever athlete to make it to ‘The People List’, globally.
Number 2 to make the list belongs to our high jumper, Cecelia Yeung.
◾ TEAM
Ian Toombs
Vivian Yong
Terence Leong
Bernice Wong
Angela Liu
Dino Xu
Liu Wei
John Yao
He Fan
Shawn Kai
Ren Xueer
Leon Lai
