Nike China JDI Campaign 2008- NIKE未知(UNKNOWN)

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NIKE未知(UNKNOWN) means “what is not yet known” and implies that there is something out there yet to be discovered. It suggests possibility and potential; unlike in English in which it’s not clear whether the unknown holds something worth discovering or not, but in Chinese some worthwhile knowledge definitely awaits you.

I this campign we cerated a series of posters that provoke the audience to push past their limits and shows them where their own personal threshold is. "Just Do It" is a call to action to go to that place.

Client: Nike China
Agency: Wieden+Kennedy Shanghai
Art Director: Scott Dungate
Core Designer: Peter Zheng / Howl Lee
Supporting Designer: Sally Zhou / Wendy Yu