"Night falls and the day begins. Rooftops, parking lots, wherever you are, turn it into your practice court and playground. Do not live up to this lovely summer nights. #Come out, … read morecome out#" Nike JUST DO IT brand campaign calls out youth in China to get out and enjoy the fun of sports in the summer nights of 2013.
Nike official Sina Weibo account @JustDoIt is buzzing up a “7pm wake up call” every night to provides information about Nike sports activities and encouraging massages that inspires the youth to turn the city into their playground.
The first message was sent out from Sina Weibo @JustDoIt at 19:00 Fourth of July, 2013, together with a film that captures some real passionate moments of Chinese youth going out in the summer night and doing the sports they love.
Shot through W+K Shanghai, Rob Chiu filmed this across some of the more urban looking corners of Shanghai, handheld camera work was largely used getting up-close moments of the sporting actions, making sure the viewers can feel the sweat and passion.
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