Behind the scenes
Nike’s Chinese New Year campaign video is all about championing traditional family values, good manners, and (of course) a variety of kicks.
The commercial by Wieden & Kennedy Shanghai and directed by Steve Ayson of production powerhouse MJZ, shows the relationship between a girl and her aunt. Every year during the Chinese spring festival, the tenacious auntie insists on giving her niece a red envelope stuffed with money (Hóngbāo) and every year the girl politely refuses to accept. Due to the stubbornness of both sides, they have turned red-envelope-giving-and-refusing into a competitive sport, running away in various Nike silhouettes.