‘Further Than Ever’ campaign from Nike China encourages women to break social stereotypes

Wieden+Kennedy Shanghai has created a campaign for Nike encouraging women to go ‘Further Than Ever’. 

Launched in March to coincide with Women’s History Month’, the campaign acknowledged that while women in China were encouraged to be strong, successful, independent and ambitious, it was followed by an unspoken “within reason.” 

‘Further Than Ever’ was Nike’s attempt to break these stereotypes and unspoken rules, represented in the film by whispers. 

The campaign featured several prominent Chinese athletes including tennis champion Li Na, five-star boxing champion Cai Zong Ju, professional high jumper Cecilia Yeung, champion rowers Kung Fu Cha Cha (Tina Liang Mintian, Cloris Chen Yuli, Amber Li Xiaobing and Sarah Meng), as well as blogger and mental health advocate Nina Guo.

Apart from the film, the campaign had an extensive out of home component with installations and posters.


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