The Drum Awards Festival - Extended Deadline

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Client: Nike
Date: Jan 2020
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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.


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


VP of Marketing, Greater China: Steve Tsoi

Senior Director, GC Brand Communications: Che Lin

Senior Creative Strategist, GC Brand Communications: Flora Zhang