In Nike's First Lunar New Year Ad, a Tradition Sparks an Annual Family Face-off

Whether it's in the U.S. or China, Nike is all about outrunning tradition, a message that usually comes in the form of powerful athletic anthems centered on overcoming social stigma or presumed limitations. But for its first ad celebrating the Lunar New Year—an Eastern holiday Western brands are increasingly building cinematic spots around—Nike is having a bit more fun with the theme. The plot centers on the Lunar New Year tradition of the hongbao, a red envelope with money inside given at the new year. A gesture of good luck and appreciation, the red envelope is a frequent gift for young children from relatives. In the Nike ad from Wieden + Kennedy Shanghai, a young girl has been told by her mother not to accept hongbao, but a crafty aunt is too quick for the girl to elude. As the girl grows, her attempts to deny the gift become an annual—and increasingly athletic—showdown with the aunt. [kickout id="1"] "At Nike, we inspire everyone to make sport a daily habit, even through the festivities of Chinese New Year," says Steve Tsoi, the brand's vp of marketing for greater China. "The spot takes a playful approach on a Chinese tradition reminding the audience to celebrate and have fun, to stay active during a time when we typically eat a bit too much." With its entry into Lunar New Year advertising, Nike joins a growing trend that includes brands like Apple, which has released branded short films about modern Chinese culture over the past few years. Wieden + Kennedy Shanghai was founded in 2005, the year the agency network won the Nike China account from JWT. While the office has produced a range of big-budget work, the Lunar New Year spot represents an opportunity for a bit more visibility both in and outside the Chinese market, with viewers of Chinese descent around the world appreciating the nod to a shared tradition. [kickout id="2"] CREDITS: Nike Greater China VP of Marketing, Greater China: Steve Tsoi Senior Director, GC Brand Communications: Che Lin Senior Creative Strategist, GC Brand Communications: Flora Zhang Agency Credits Wieden + Kennedy Shanghai Executive Creative Director: Ian Toombs, Vivian Yong Creative Directors: Jeff Fang, Matt Meszaros, Matt Skibiak Art Director: Jing Qiu Copywriter: Liltree Qian Executive Producer: Bernice Wong Sr. Producer: Fang Yuan Producer: Angela Liu Account Director: Chuck Xu Account Executive: Larry Zhong Senior Planner: Chris Kirkup Planner: Bart An Comms Planner: Molly Chen Head of Designers: Fish Ho Designer: Helen Yu Business Affairs: Jessica Deng, Kathy Zhan External Credits: Film Campaign Summary Sheet Production: The Loft Films Shanghai Executive Producer: Geok Lem Production: MJZ (LA) Executive Producer: Emma Wilcockson Director: Steve Ayson (MJZ) DOP: Monika Lenczewska Producer : Karen O’Brien Producer: Lynn Wong Editor: Rick Russell (Final Cut ) Editor: Bing Feng Assistant Editor: Sophia Solomon ( Final Cut ) Tech: Eddie McClements Stylist: Avivi Wang 1 st Assistant Director: John Lowe 1 st Assistant Director: Alex Lam Art Director: Tang Zheng Assistant art director: Gabby Zhang Gaffer: Wing Steadicam: Mario/ Julian Post Production Credits: Fin Design Shanghai Creative Director/VFX Supervisor: Segundo Fernandez On set VFX Supervisor: Segundo Fernandez Post Producer: Caryne Chia / Ivy Shi / Chow Chye Yee Colour: Billy Wychgel Digital Compositors: Ted Tsui / Joseph Tsang Online Team: Ran Xiao Xu / Camille Shen BOTTLES Post Producer: Fei Fei Motion Graphics: Sylvie QQ Music Assistant to Geok Lem: Cynthia Han Shi Yi Singer: 杨默依 Creative Director: 沈力 Music Producer: 沈力 Composer (Adaptation): 沈力 Lyrics: 周天尧 Arranger: 重山 , 沈力 Remix: 李文婷 Music Editor: 重山 Jazz Drums/ Percussion: 李平 Campaign Summary Sheet Guitar: 胡晨 Strings Producer: 刘辉 Voilin: 叶霖, 陈思 Viola: 刘辉 Double Bass: 刘悦 Flute: 黄开 Erhu: 刘卓俊 Voice Engineer: 邢铜, 侯炜 Percussion Engineer: 王恺 Strings Engineer: 斯琴朝格图 Folk Music Engineer: 斯琴朝格图 Production Assistant: 李佳泰 Audio House (Shanghai): Big Knows Executive Producer: Arthur Monnet Art Director: Charles Monnet Sound Supervisor: Charles Monnet Sound Engineer: Aho Sound Design: Charles Monnet