Nike - Qiang Diao is Earned

In Shanghai there’s a term, Qiang Diao (腔调).
It roughly translates to swag, confidence, or flair.

But Qiang Diao isn’t something you can buy.
It’s not a light switch you can just turn on.
Nor is it something you’re born with.
Qiang Diao is earned.

Our story begins with a billionaire
asking an assistant to buy him Qiang Diao.
The assistant searches for it all over China -
and earns it in the process.

The teaser films are about people who think you can fake or buy Qiang Diao.
Athletes tell them otherwise.

Our OOH features famous Shanghainese athletes and how they earned their Qiang Diao through sport.

Role: Creative Director Partner: Matt Skibiak
AD: Josh King, Zhong How (Print) CW: Matt Meszaros
Designers: John Yao, Shen Hou Producers: Raymond Lau, Lexie Hsieh, Juni Zhu (Print)
Photographer: Olly Burn Director: Finn Keenan