Now Nike sends up the Chinese in W+K Shanghai winner

Nike was our 2018 Advertiser of the Year (a belated choice but they’ll be hanging out the bunting in Portland just the same) and here’s another winner, this time courtesy of Wieden+Kennedy Shanghai.

“Shanghai’s never done” it says as the relentlessly competitive Chinese refuse to terminate their contests, to the dismay of the man who started a ‘finishing line’ shop.

You can bang on all you like about the changing role of advertising in a digital world but when it’s this good there’s nothing to argue about.

Storytelling I believe it’s called these days.

MAA creative scale: 9.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.