Nike has unveiled a new awareness campaign in China, shedding light on the multifaceted benefits of their winter jackets under the theme ‘More Than Warmth.’
Crafted by Wieden+Kennedy Shanghai and brought to life by director Henry Scholfield through the international production studio HAMLET, the campaign features a captivating 60-second cinematic spot. This visually stunning spot is an integral part of a comprehensive multi-channel initiative, spanning cinema, out-of-home (OOH), and various digital platforms across China.
The enchanting narrative unfolds in a fantastical world—a labyrinth intricately carved into an icy weather system characterized by extreme cold. Inhabited by a team of dedicated and eccentric researchers, this magical setting serves as the backdrop for exhaustive tests conducted on the Nike Winter Collection. The researchers delight in their scientific triumphs as the garments successfully pass every test. Each segment of the film draws inspiration from a specific attribute of the jackets, providing a detailed showcase of features such as warmth, breathability, waterproofing, and lightweight design. The culmination of the cinematic journey is a genuine product demonstration, bringing to life the exceptional qualities of the Nike Winter Collection.
Zhong How, the creative director at Wieden+Kennedy Shanghai, expressed, “To truly test the warmest products, we had to create an entire world of cold, and in it, innovators who are obsessed with warmth. Creating the tests and building this world was such a fun and creative process.”
Ruby Li, the associate creative director at Wieden+Kennedy Shanghai, added, “To complement the magical visuals of the film, we needed to bring something extra to the ears. Something simple yet quirky like ‘Dibby-Dibby!’ that helps set an inviting tone for the film.”
Henry Scholfield, the director, commented, “Each test, and the base concept of the experimental designs was conceived around the principles of ‘what if’ and ‘why nots’… a lot of sideways logic but in the end there is a reason for everything (we promise!). Real pleasure for me to get to work with the very talented creative crew at W+K Shanghai.”
Yimeng Zhang, managing partner and executive producer of Hamlet China, added, “It’s not every day that a creative brief this unique comes along. Upon reading the script, Henry immediately struck me as the perfect director to make this magical idea come to fruition. The biggest challenge presented to us was to define the parameters of ‘magical realism’ when conceiving and crafting the magical world. I think the final result mastered it in an excellent way, it’s literally a mini ‘popcorn movie’ one will immediately warm to (pun intended).”
AGENCY / CREATIVE
POST PRODUCTION / VFX
MUSIC / SOUND