Nike: Chinese New Year

For Nike’s first-ever Chinese New Year campaign, we told the story of a young girl, her aunt, and the gifting of “hongbaos” (money-filled red envelopes) in an epic time-traveling footrace.

The longstanding tradition of “hongbaos” is practiced by Chinese people all over the world in celebration of Lunar New Year and consists of elders gifting hongbaos to their younger relatives, who in return must politely decline out of courtesy while the elder givers keep insisting.

This touching story won the internet on Chinese New Year 2020 (Superbowl status) and resonated around the world thanks to its nuanced understanding of this heartwarming Chinese tradition.