Nike: The Great Chase

Every Lunar New Year, Chinese people all over the world engage in a time honored tradition where money is gifted in little red envelopes known as 红包. While this tradition is practiced with many variations, generally family elders gift these red pockets to the young, who return the favor once they are grown and married. Thus the cycle of good fortune is received and returned in kind. As a show of respect, it is proper etiquette to kindly decline these gifts when presented, though also to eventually accept in politeness as a sign of respect. But what happens when the game is taken to another level? One child is determined to find out in this Nike spot. Agency: Wieden + Kennedy, Shanghai.