Client: Nike
Project: Don’t Call Me Precious

宝贝 - ‘precious’ in Chinese. A word overprotective parents use as a term of endearment for their children. But as a brand that exists to realize the potential in athletes, Nike believes ‘宝贝’ is holding Chinese children back.

On June 1st - Children’s Day - an event usually reserved for soft toys and sentimental celebration, Nike set out to harness the power and athleticism in every Chinese child by giving them a rallying cry: “Don’t Call Me Precious”.

A provocative film launched on Children’s Day hit a nerve with parents - with reactions ranging from respect to outrage - resulting in over 70 million views.