Welcome to Nike's Magical World of Warmth

Nov. 09, 2023

Nike in China launched a new awareness campaign to highlight the "More Than Warmth" benefits of their winter jackets.

Created by Wieden+Kennedy Shanghai and directed by Henry Scholfield through international production studio HAMLET, the 60” cinematic spot is part of a multi-channel campaign including cinema, OOH and digital channels running in China.

The fantastical spot is set in a magical world, a labyrinth carved into an icy weather system of extreme cold. It’s home to a dedicated team of eccentric warmth obsessed researchers who conduct tests on the Nike Winter Collection, and revel in their scientific achievements when the garments ace every test. Each section of the film is inspired by a specific jacket attribute and offers a detailed showcase of features, including warmth, breathability, waterproof and lightweight, culminating in a bona fide product demonstration. 

Zhong How, Wieden+Kennedy Shanghai Creative Director commented:

“To truly test the warmest products, we had to create an entire world of cold; and in it, innovators who are obsessed with warmth. Creating the tests and building this world was such a fun and creative process”. 

 

Wieden+Kennedy Shanghai Associate Creative Director Ruby Li added:

“To pair the magical visuals of the film, we needed to bring something extra to the ears. Something simple yet quirky like “Dibby-Dibby!” that helps set an inviting tone for the film.” 

 

 

Henry Scholfield, Director commented:

"Each test, and the base concept of the experimental designs was conceived around the principles of ‘what if’ and ‘why nots’… a lot of sideways logic but in the end there is a reason for everything (we promise!). Real pleasure for me to get to work with the very talented creative crew at W+K Shanghai."

 

Yimeng Zhang, Managing Partner and Executive Producer of Hamlet China added:

"It’s not every day that a creative brief this unique comes along. Upon reading the script, Henry immediately struck me as the perfect director to make this magical idea come to fruition. The biggest challenge presented to us was to define the parameters of “magical realism” when conceiving and crafting the magical world. I think the final result mastered it in an excellent way, it's literally a mini “popcorn movie” one will immediately warm to (pun intended).”