Nike is taking its first steps into Chinese New Year with a witty ad putting a twist on the hongbao red envelopes tradition.
These envelopes are often filled with money and given to children by elder relatives for good luck. The 90-second spot from Wieden+Kennedy Shanghai depicts a cat-and-mouse game between an aunt attempting to give an envelope and her niece who repeatedly declines out of politeness.
The action begins with the niece as a young girl, donned with a conventional ‘lucky’ Chinese bowl cut. Her aunt tries to give her the red envelope, but the girl is quick to refuse as her mother does not want her to accept it. Not quick enough, however, as the elder slots the envelope into her niece's pocket and leaves abruptly.
Over the next few years, as fashions change and the struggles between both become more intense, the niece eventually dons a pair of Nike’s to try to outrun her determined aunt.
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
VP of Marketing, Greater China: Steve Tsoi
Senior Director, GC Brand Communications: Che Lin
Senior Creative Strategist, GC Brand Communications: Flora Zhang