#Riseabove it

Nike shows its love for basketball through Instagram.
#riseabove

When we were on vacation in Shanghai last year, we asked a friendly university student what he knew about Canada. His rapid-fire answer? Joel Anthony. The professional basketball playing Joel Anthony, that is. The point is that Chinese people are pretty passionate when it comes to hoops. Nike’s Jordan brand and Vancouver’s Blast Radius recently attempted to leverage that passion as part of its #riseabove campaign, a documentary series and Instagram contest that shows people overcoming hardship. This three-minute film tells the story of a tour guide who repays the kindness shown to him in a remote mountain village by building a brand new basketball court for the community. And, we have to say, hauling materials to a town with no access roads is not easy.

Credits:

Advertiser: Nike
Agency: Blast Radius
Production company: Soft Citizen
Head of Production: Rob Burns
Line Producer: Ahnee Boyce
Director of Photography: Adam Richards
Editorial: Jeff Lowey
Editorial: Megan Bodaly
Editorial: Matthew Griffiths, Cycle Media
Music Production: Apollo Studios
Music Production: E.Jones
Sound Mix: GGRP
Color: Finalé Editworks