|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: Shanghai’s Never Done
Laura Geagea, MD and executive producer, Sweetshop China, Asia and MENA:
Nike ‘Shanghai’s Never Done’ is one of the major campaigns supporting China’s investment in its next generation of talent. Celebrating Shanghai’s ‘relentless pursuit of more’, it captures the never-satisfied spirit of the city’s athletes through the story of Mr. Lin, the proud owner of a struggling store that sells finish lines for races. While he celebrates the end of things, Shanghai athletes keep going. Culturally it’s very relevant, and creatively its extremely compelling—music and sound are used smartly alongside the action to help to deliver the film’s crescendo. It’s storytelling that packs a punch, but with an effortlessly light touch thanks to the underlying wit and satire.