Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Badge of honor' by W+K Shanghai

Nike turned sports, eschewed by Chinese parents as a distraction from studies, into a status symbol.

2018 Cannes contenders: 'Badge of honor' by W+K Shanghai
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: 'Badge of Honor'
Agency: Wieden & Kennedy Shanghai
Client: Nike

Nominated by:

Ng Tian It, CCO, McCann Worldgroup China 

Turning a local insight on its head into a positive habit to be encouraged has that sense of “purpose” which would turn most juries’ heads.

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