RUNQI HE
The Full Story
NIKE
YEAR OF MAMBA
The Year of The ‘Mamba’ is coming.
When all of China is resting during CNY of the Snake 2025, Nike will have the perfect moment to launch a campaign to set the tone for next year, inspiring a new generation to win the future with Mamba Mentality.
CLIENT: NIKE
CREATIVE AGENCY: Wieden + Kennedy SH
ACCOUNT: Lauren, Gary, Amy, Kay
ART DIRECTOR: Fu, Edmund, Keke
COPY WRITER: Kasee, Deba, Xiaozhu
CREATIVE DIRECTOR: Daniel, Zhong
DESIGNER: Loop, 18
PRODUCER: Rony
EDITOR: Bing
You shoot a wad of paper into the trash and call out “Kobe.” Are you taking his name in vain?
We brought new meaning to the short mantra showing Chinese athletes what it means to live Mamba Mentality. Then we showed the world what ‘choosing hard’ represents.
2025 is not the year of the snake, it’s the Year Of the Mamba.
In addition to the film, we have collaborated with designers to develop a comprehensive visual system for this campaign, which has been applied to both online and offline OOH.
To better integrate the concept of "Have a Hard Year" into the New Year moment, we created WeChat New Year digital red envelopes,
sending them as wishes for everyone to "have a hard year."
