NIKE - 别叫我宝贝 DON’T CALL ME PRECIOUS
There is double standard towards kids when it comes to sports because people think they need to be overly protected. Nike wants to change that culture.
On 2018's Children's Day, a day when every other brand asked kids to be like kids, we launched this campaign that heroes young athletes who don't want to babied. We made an anthem film and 4 individual films featuring a runner, a basketballer, a footballer and a boxer who are 10-13 years old.
All films were written by myself and directed by Dutch director Ben Brand.
