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NIKE WOMEN : ZHOU DONGYU : BELIEVE IN MORE

basics
Industry: Apparel, Clothing & Footwear
Media:Cyber
Style: Minimalism
descriptioncnen
Execution
Can success be actually born from failure? Nike Women wanted to tell a different story of female success and identity through Zhou Dongyu, a failed athlete turned celebrated actress. Nike presents - Believe In More, a 360° mobile film about one woman’s rise from a failed gymnast to a cinematic force. The immersive story aimed to redefine female success – one born from failure and self-belief – through a campaign made for the Chinese millennial generation. In July 2017, Nike Women: Believe In More launched as a 360° mobile VR film on Wechat, China’s biggest social network. Our non-traditional format of 360° interactive mobile video reached our millennial Chinese women where they shared, talked, and spent the most time. Believe In More is a 360 interactive biography, inviting you into actress Zhou Dongyu's emotional journey. It's a film made for the small screen, where audiences were not just viewers, but active participants in her story. Across 4 chapters of immersive environments and spatial sound design, fans stepped into Zhou Dongyu’s most pivotal moments in life, leading to her realization that anything is possible when you believe in more. Unlike traditional film or TV, Believe In More culminated in a shoppable 360 lookbook featuring all the styles featured throughout the film, leading them to shop on Nike.com. Believe In More debuted on UMAX in major Chinese cities and spread across mobile screens. Social conversation under the hashtag #BelieveInMore got girls talking about the meaning of female identity and success in China. In total, the campaign got... 50M VIEWS 113M SOCIAL IMPRESSIONS 1.1M TRAFFIC TO NIKE.COM
CampaignDescription
In China, a woman’s rise to stardom is often credited to her looks, her connections, or just pure luck. But what if the things that shape who we become are actually born from failure? Nike presents: Believe In More, a 360° mobile film inviting you into actress Zhou Dongyu’s rise from a failed gymnast to a cinematic force. Across 4 chapters, fans stepped into Zhou Dongyu’s most pivotal moments in life, leading to her realization that anything is possible when you believe in more. The campaign got 50M views and 113M impressions, driving 1.1M traffic to nike.com.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Digital Craft
360° Videos
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