SHANGHAI, CHINA — Nike, together with its long-term creative partner Wieden+Kennedy Shanghai, launched a series of football campaigns, including two feature films and one outdoor stunt to encourage the whole nation to follow their heart. To kick off, a light show stunt was held to celebrate the Chinese football star Wang Shuang at Tank Shanghai starting from July 17 to 22.
The West Bund, a historic museum in Shanghai, was filled with hearts as groups of Wang Shuang fans gathered in front of Tank Shanghai to send their hearts and best wishes to the Chinese global-trotting football star who makes her signature “heart gesture” every time she scores during a game.
The stunt “Play With Heart” x Tank Shanghai marks Nike’s tribute to the star, in an effort to inspire the nation to follow their heart through the inspiring story of Wang Shuang and her “heart buddy” who represents her love for football and the younger generation of future female footballers.
The WKSH creative team hijacked the tank-looking art gallery in Shanghai and turned it into a large-scale printed mural focused on Wang Shuang’s iconic heart sign. During the night, the mural turns into an epic light show which also serves as a canvas for everyone to send their hearts and love to Wang Shuang against a backdrop of mixed locations based on a feature animation film released prior to the stunt.
Meanwhile, the team also launched an animation to celebrate the whole Chinese Women’s Football Team by visualizing a family portrait wall featuring the team’s most heartfelt stories both on and off the field.
“The teams’ personal stories are an inspiration that we wanted to tell the entire country,” said Matt Meszaros, Head of Creative at W+K Shanghai.
The series campaign later triggered heated discussions and impressions across social media, considered yet another successful collaboration between Nike and its long-term creative partner WKSH.
