Nike China has created a set of cool, and highly desirable, bandages that are being given away free with Nike ‘young athletes’ products at selected Nike stores. Four sets of bandages are available, for basketball, running, football and skateboarding. As the film above shows, they are designed in sleeves that unfold into comic strips that tell stories of athletes that played hard, hurt themselves and then carried on.
The bandages are created by W+K Shanghai, and answer a specific need in the Chinese market, according to ECD Ian Toombs. “The idea is incredibly simple,” he says. “Overprotective parents are afraid to let their children play hard. Our solution is the Nike Badge of Honour. They’re bandages, they’re stickers, they’re non-conventional storytelling devices – and ultimately they are a product kids will want.” Agency: Wieden + Kennedy Shanghai; ECD: Ian Toombes; Creative directors: Terence Leong, Shaun Sundholm; Creatives: Timothy Cheng, Max Pilwat, Liu Wei; Designers: Deer Sheng, John Yao; Print production company: Amanacliq