Nike:
Love Sport

During the Beijing Olympics, Liu Xiang was China's Michael Jordan of hurdling. Everyone was sure he would make history by winning his second Olympic gold medal on home turf. But on the morning of his first heat, Liu Xiang suddenly hobbled off the track with a badly injured achilles tendon. No one in China was prepared for this, especially his brand sponsors. When every single sponsor chose to stay silent, Nike chose to support their athlete. 

We had exactly 12 hours to concept, produce and launch a print ad that would run on every newspaper in China the next morning.

This was the result.

The next morning, news of Liu Xiang's withdrawal from the Olympics dominated the front pages of every newspaper in China. And so did our message. The ad ran in both English and Chinese.