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.
Producer: PLAYFULL SHANGHAI
Creatives: R/GA SGANGHAI,
Director: Ben Brand
DOP: Paul Ozgur
Grading: Nightshift Paris, Gabriel Portier
Special thanks: Eddy Paris