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Nike: Don't Call Me Precious
Most parents are overprotective by default. They’ll do anything in their power to defend their little ones. But there comes a time when they have to (figuratively) cut the umbilical cord and let their kids act independently, even if that means they will hurt themselves (although unintentionally). In a bid to stop parents from treating their children like babies, Nike China developed a campaign which sees four real-life child athletes such as a runner, boxer, footballer, and basketballer—all aged between 10 and 13 years old—ask for independence.
R/GA, Shanghai
Illustrators: Yimeng Bai, Martha Ma, Kaori Li Related |
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