CNY
Award: Wood Pencil
Wood Pencil / Film Advertising / TV Commercials 61-120 seconds / 2020
Every Chinese New Year, it’s custom for elders to give red envelopes, or Hong Bao, to children. The children, then, politely refuse the Hong Bao. This goes on for decades until the children grow up to have a family of their own. Then, it’s their turn to give Hong Bao back to their elders. In the first ever Chinese New Year film for Nike, Wieden + Kennedy Shanghai put a spin on this old tradition.
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