NIKE - 活出你的伟大 FIND YOUR GREATNESS
In China, greatness only belongs to those who bring honor to the country like athletes who win gold or break records. People find sports intimitadating because the fear of failure. So we use the Olympics to refinde greatness by honroing the pursue of greantess, not just gold.
By crushing this 5000 year-old myth of greatness, we sucessfully affected culture and inspired people all over China to find their own greatness. We changed the way this generation perceives greatness and helping them see that it’s within their reach, all in 17 days.
49 counterstrike ads in 17 days including the one for Liu Xiang which got over 120,000 retweets.
For many years, it was the most talked about social media campaign in China.
