Designed for Children’s Day, the bandages double as ultra-colorful comic strips that depict tales of athletes who played hard, fell and found the courage to get back up.
Writer: Carly Terwilliger
Nike is marking Children’s Day with a fun and inspirational Wieden + Kennedy Shanghai campaign dubbed “Badge of Honor.”
Yes, the bandages cover boo-boos and make kids feel better after a spill, but they’re also ultra-colorful comic strips that depict tales of athletes who played hard, fell and found the courage to get back up.
Designed for either basketball, running, football or skateboarding, “Badge of Honor” bandages are free when parents purchase any of Nike’s “Young Athlete” products, which are available at participating Nike stores.
“The idea is incredibly simple: Overprotective parents are afraid to let their children play hard. Our solution is the Nike ‘Badge of Honor,’” explained Ian Toombs, executive creative director at W+K Shanghai, in an Adweek article. “They’re bandages, they’re stickers, they’re non-conventional storytelling devices—and ultimately they are a product kids will want.”
Influencers like Wang Junkai and Li Na posted bandage-adorned selfies on launch day, while accompanying animated videos also featured Nike athlete cameos. Appearances included Su Bingtian, the country’s fastest sprinter; Zhao Lina, the China women’s football team goalkeeper; high jumper Zhang Guowei; and basketball player Yi Jianlian.
“As a father of two active kids, it’s tough to see them get knocked down,” said W+K Shanghai creative director Terence Leong. “But when they get back up on their own, I feel so proud. We created the ‘Badge of Honor’ to remind us as parents of the important lessons sport teaches.”
You can check out the dynamic videos designed to accompany the bandages below.
Photos and videos courtesy Nike