Give a kid a chance, a nudge in the right direction, and astounding things can happen. That’s the premise of “Give Me the Ball,” a new basketball campaign driven by Nike Greater China.
“Give Me the Ball” motivates players to dream big, speak up, take charge and make their own mark with just a basketball in their hands.
Iconic global players Kobe Bryant, Kevin Durant and Yi Jianlian appear in the “Wish List” - the new film in the Give Me the Ball campaign - along with Chinese icons, actor Chen Jianzhou and renowned basketball commentator Zhang Weiping. The film also celebrates aspiring basketballers hungry for a break.
“Playing basketball was my dream and passion as a kid. The ball symbolized an opportunity, a chance to work hard and see what was possible,” Bryant said. “Every aspiring player should feel that possibility when the ball is in their hands.”
Kevin Durant had the same dream: “When I was a kid, basketball was my life. In some ways, it’s such a simple game: just give me the ball and the rest will take care of itself,” Durant said. “I hope to inspire kids to go after what they want, starting with the ball.”
Yi Jianlian, MVP of the Chinese Basketball Association League regular season and All Star Game, applies the new campaign to his current season. “Give me the ball, I will bring you the Championship,” he posted on Weibo, aiming to bring a title to his Guangdong Southern Tigers.
Chinese rising star, 2012-13 Rookie of the Year and MVP of the Rookie Challenge Wang Zhelin also believes in the power of the ball: “When you have the ball in competition, you need to take more responsibility. When I tell a teammate to give me the ball, it means I’m ready to take that responsibility.”
NIke Greater China partnered with Wieden + Kennedy of Shanghai to create the film. Stacy Wall, whose work includes previous Nike campaigns L’il Penny, The LeBrons, MVPuppets and LeBron Rise, directed the 78-second “Wish List.” The film will air throughout March on national entertainment and sports networks in Mainland China, Taiwan and Hong Kong. The broader campaign features extensive digital, out-of-home and print executions.
"给我个球场, 给我观众, 给我对手, 给我条规矩去打破, 给我…"这是一个篮球少年的愿望！如同世界各地的青少年一样，中国的青少年们面对着成长的压力与烦恼，无法逃避，必须面对。耐克最新篮球行销活动“把球给我”应运而生，激励年轻一代大胆喊出对胜利的渴望，用手中的篮球掌握命运，赢得属于自己的未来。
该广告片由耐克大中华区与上海韦登迪广告（Wieden + Kennedy）携手打造，Stacy Wall担任导演，此前他曾参与L’il Penny, LeBron系列，耐克2008宣传片“一个新的队伍”等多部电视广告的制作。
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