Nike
Just Do It
Generation
In an environment that doesn't encourage sport, Chinese youth have a difficult time to go out and ‘just do it’.
We created a campaign as a tribute to these kids living the Nike philosophy, who overcome obstacles as they chase their sporting dreams.
They shared their true stories through a series of online documentaries.
To complement the documentaries, we produced TVC trailers, outdoor and street posters. Posters were then collected to be part of a limited edition book and DVD release.
The website was a platform for kids to share their sporting stories and create a sporting community. We then turned a university subway station into a gallery by creating a series of unique posters featuring key quotes from the documentary series.
Cain Book Poster
One of a series of nine posters featuring the 'Just Do It' kids. These were packaged together
as a limited edition poster book available in-store.
Outdoor
Stadium Poster
Cain Teaser Digital Video
Teaser for the larger format documentary found online starring Cain, a young Shanghainese basketballer.
Wesley Book Poster
Outdoor
Stadium Poster
Wesley Teaser Digital Video
Jiang Hai Tao Book Poster
Outdoor
Stadium Poster
Jiang Hai Tao Teaser Digital Video
Tang Jian Book Poster
Outdoor
Xiu Mi Book Poster
Outdoor
Rollerboy Book Poster
Outdoor
Xia Ru Poster
Outdoor
Poster Book
All nine posters of the Just Do It kids were compiled into a limited edition in-store book.
Online
A website was created as a hub for kids who were already (or interested) in playing sport. It provided a community to share tips and places to play. All our content was posted here and kids added their own stories.