We customized 3 versions of typography to adapt the whole set into Mainland China, Taiwan and Hong Kong markets.
Campaign Summary.
Nike Let The Run Tell You Why 2013
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China lacks a running culture. The idea was to tackle the ‘why run?’ question head-on. However we weren’t going to just provide one answer because each person has his or her own individual reason to run.
The key visual of this campaign captures the way non-runners see runners in China – It needs to feel ordinary, quiet and unexciting. Then we needed typography that could express the doubts and questions surrounding a runner. We designed a series of hand-made typography to illustrate the questions came from different people who didn’t understand running. Some feel judgmental, critical and others a little cynical. The combination of the photography and the type design created a visual that made a non-runner feel “How did Nike know that I’m curious about runners?”
Client: Nike China
Agency: Wieden+Kennedy Shanghai
Creative Director: Terence Leong + Azsa West
Creative: Shaun Sundholm + Jessica Price + Nelson Ng + Jimmy Chen
Art Direction + Design: Fish Ho + Kevin Lungsong + Timothy Cheng + Wendy Yu
Digital Design + Interactive Film: Ashely Cheung + Follen See + Max Wu
Digital Design + Interactive Film: Ashely Cheung + Follen See + Max Wu
