Nike urges China’s youth to dream big this Chinese New Year
Nike China has enlisted some of the nation's biggest athletes to create an inspiring film for China's youth this Chinese New Year.
There's a catch, though. The athletes: two-time Grand Slam champion Li Na, basketball legend Yi Jianlian, football star Wang Shuang and Olympic Gold medalist Liu Xiang, have all magically returned to their child selves.
The film, created by Wieden+Kennedy Shanghai, merged deep fake technology and live-action video to create computer-generated faces to portray the sports stars as kids with big dreams.
Joined by aspiring Chinese tennis player Zheng Qinwen and British tennis player Emma Raducanu, we join the future sports stars at the kids table of a Chinese New Year dinner where they discuss their dreams and aspirations.
The 'Never Done Dreaming Big' campaign, which is born out of the insight that Gen Z kids are challenged by the opposing ideas that while they are supposed to dream big, they also have to be rational and practical to be successful in life.
The campaign is supported by a second animated film 'The Bunny Run', which features a child version of Su Bingtian, China’s fastest sprinter, and tells of his love for chasing bunnies when he was young.
The films were created by Wieden+Kennedy Shanghai, with production by Lunar Films and Republic Studios. Post production was by The Mill Shanghai. Audio Production by Animal Beast Production.