Nike's New Bandages for Kids Double as Comic Strips About Athletes Who Fall but Get Up

Remember those stickers the doctor would give you to make you feel "all better" about getting a shot? For Children's Day, Nike is kinda doing the same thing—via a Wieden + Kennedy Shanghai campaign called "Badge of Honor." Chinese parents wants their kids to play sports and have fun, but are naturally pretty worried they'll get hurt. "Badges of Honor" are meant to quell that concern while creating a new storytelling vehicle for the brand. “The idea is incredibly simple: Overprotective parents are afraid to let their children play hard. Our solution is the Nike 'Badge of Honor,'" explains Ian Toombs, executive creative director at W+K Shanghai. "They’re bandages, they’re stickers, they’re non-conventional storytelling devices—and ultimately they are a product kids will want.” [kickout id="1"] Each "Badge of Honor" bandage is designed for either basketball, running, football or skateboarding. They come in four sets of 14, packaged in special sleeves that unfold into comics, recounting fictional tales about young athletes who played hard, fell and found the courage to get back up. They are available at no cost when parents purchase any of Nike's "Young Athletes" products, available at participating Nike retail stores. On launch day, the packages were promoted when influencers like Wang Junkai and Li Na posted selfies with bandages on their faces. Accompanying animated videos also feature Nike athlete cameos—like Su Bingtian, the country's fastest sprinter; Zhao Lina, the China women's football team goalkeeper; high jumper Zhang Guowei; and basketball player Yi Jianlian. Check those out below: [kickout id="2"] [kickout id="3"] [kickout id="4"] [kickout id="5"] “As a father of two active kids, it’s tough to see them get knocked down," admits W+K Shanghai creative director Terence Leong. "But when they get back up on their own, I feel so proud. We created the 'Badge of Honor' to remind us as parents of the important lessons sport teaches.” See all the bandages below: CREDITS Client Name: Nike China Campaign Name: 2017 Nike Children’s Day Bandages/Animation: Running / Basketball / Football / Skateboarding Launch Date: 20 May 2017 Locations/Media: All Digital - Worldwide All Media / All PR, Retail & Events – Greater China Agency Credits Nike China VP Marketing: Steve Tsoi Senior Brand Communications Director: Andy Whiteside Brand Communications Supervisor: Andy Liu Senior Young Athletes Brand Director: Steve Raw WIEDEN+KENNEDY SHANGHAI Executive Creative Director: Ian Toombs Creative Directors: Terence Leong, Shaun Sundholm Art Directors: Timothy Cheng, Max Pilwat Copywriter: Liu Wei Executive Producer: Bernice Wong Producer: Fang Yuan Assistant Producer: Juni Zhu Digital Producer: Angela Liu Editor: Leon Yan Head of Integrated Production: Jacob Lincoln Senior Planner: Leon Lin Account Manager: Chuck Xu Account Executive: Xueer Ren Business Director: Dino Xu Project Manager: Nicole Bee Business Affairs: Jessica Deng, Kathy Zhan Designers: Deer Sheng, John Yao Production Manager: Vic Zhang Digital Imaging Artist: Changqing Lee FA Artist: Austin Hu, Stone Xue External Credits: Print Production Company: Amanacliq Producer: Edie Zhang Artists : Wassim (Football) Lili Des Bellons (Basketball) Pete Sharp (Running) Stevie Gee (Skateboard) Animation Football Production Company: Passion Pictures Executive Producer: Katie Mackin Producer: Fiona Fry Animation Studio: Le Cube Creative Director: Ralph Karam Director: Mariano Fernandez Russo Executive Producers: Juan Manuel Freire and Gustavo Karam Animation Director: Daniel Duche Line Producer: Juliana Millán Composition: Mariano Fernandez Russo and Florencia Laurenzi Music & Sound FX: Cachorro Loco Running Production Company: Amanacliq Executive Producer: Jaslyn Loh Producer: Edie Zhang Director: Tom Bunker Art Direction & Design: Pete Sharp Animation - Sean Weston, Blanca Martinez, Frankie Swan and Tom Bunker SFX - Ryan West Basketball Post Production: Brand New School - Los Angeles Director: Brumby Boylston Art Director: Scott Uyeshima Designers/Illustrators: Nick Iluzado, Yoon Kim, Peter Lee Storyboard Artist: Max Forward 2D/CG Animation Lead: Scott Uyeshima 2D Animation: Min Kim, Peter Lee, Sol Lee, Pierre Bassil Cel Animation: Taik Lee, Aly Tain, Stephanie Simpson Music Edit: Ryan Huff Sound Sound Design: Ryan Huff Sound Executive Producer: Devin Brook Head of Production: Amy Russo Senior Producer: Greg Heffron Skateboard Post Production: Brand New School - Los Angeles Director: Brumby Boylston Designers/Illustrators: Nick Iluzado, Yoon Kim Storyboard Artist: Max Forward CG Modeling/Animation: Adam Lawrence 2D Animation: Laury Santoso, Min Kim, Adam Lawrence Cel Animation: Jamal Ademola, Stephanie Simpson Original Music Composition: Ryan Huff Sound Sound Design: Ryan Huff Sound Executive Producer: Devin Brook Head of Production: Amy Russo Senior Producer: Greg Heffron VO (talents&director) VO Sound Studio: LISTEN Studio VO Director: Di Feifei Sound Engineer: Ding Xiangwei VO Talents: Football: Zhao Lu, Zhao Qianjing, Cheng Yuzhu; Skateboard: Zhao Qianjing, Wang Yangming, Liu Yao, Wu Lei, Bai Yue; Basketball: Liu Yao, Zhao Qianjing, Li Zhengxiang; Running: Cao Zhen, Xueer Ren, Li Chuanying, Er Jiao. Music & Sound (record&mix) Audio Post: Green United Music SH Executive Producer: Thomas Faucheur Engineer: Ronald Qiu & Fabien Langard Bandage production Nantong City YOJO Medical Products Co., Ltd. Shanghai Yu Kai Packaging Materials Co., Ltd.

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Nike's New Bandages for Kids Double as Comic Strips About Athletes Who Fall but Get Up

Motivational storytelling from W+K Shanghai

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