耐克（Nike）和Wieden+Kennedy于今日宣布，W+K上海凭借其与耐克（中国）公司联合制作的记录刘翔重返赛场的纪录片《追》获得了One Show Entertainment电视节目类真人秀系列铜铅笔奖。这是亚洲在此项评选中的唯一赢家。
纪录片《追》记述了刘翔克服伤病成功复出的过程。由于严重受伤，刘翔退出了2008年北京奥运会，但他走出了退赛的阴影，经过长期的康复过程，终于在2009年9月成功复出。耐克为他们和运动员之间的承诺和这些励志的故事而自豪，通过呈献刘翔复出的故事，耐克不但让中国的年轻人更了解刘翔一路走来的挑战，也让他们对一个真正的运动英雄重建信心。
该纪录片的一个剪切版本首先由中央电视台在2009年全运会期间播出，之后又在五家地方电视台播出完整版。除了在电视台免费播放外，该纪录片还发行了限量版DVD，通过中国大陆和香港的耐克专卖店发售。随着这些发行，《追》在网络上受到了喜欢耐克的年轻观众的广泛追捧。
“这个奖项不仅是对作品本身的肯定，也是对耐克和W+K合作关系的肯定，它也突显了在亚洲的品牌有机会通过阐述故事内容的方式来做大品牌，以此来加深与消费者之间的联系，” W+K上海的总经理Kel Hook如是说：“这对W+K上海也是个很大大嘉许，我们通过和像Nike这样的品牌合作，有能力创作令人瞩目的内容。”
“One Show Entertainment”娱乐奖是The One Club于2008年推出的新奖项类别，用以表彰在娱乐领域内具有卓越创造性的作品，包括电视节目、电影（包括纪录片和商业片）、游戏以及其它所有形式的电子娱乐和在线娱乐节目。One Show Entertainment旨在对那些代表某一品牌并能加强其定位的娱乐节目进行表彰和奖励。
Nike & Wieden+Kennedy announced today that they have been awarded a Bronze Pencil via One Show Entertainment in the Television Category-Unscripted Series for the Liu Xiang comeback documentary Chase, which was the only winner from Asia in this category.
The documentary charts Liu Xiang’s journey as he overcomes the crippling disappointment of withdrawing from the 2008 Beijing Olympics due to injury and the long rehabilitation he undertook before his successful comeback in September 2009. Nike prides itself on its commitment to its athletes and their inspiring stories. By telling Liu Xiang’s comeback story, Nike helped Chinese youth not only understand the challenges he has gone through, but also allowed them to reconnect with a true sports hero.
A cut down version of the documentary first aired on national broadcaster CCTV during the 2009 National Games, with the full version of the documentary later showing on five regional stations in China. As well as the free to air broadcast, the documentary was released as a limited edition DVD through Nike retail stores in Mainland China and Hong Kong. Following its release, Chase received widespread online buzz with Nike’s youth audience.
“This award is a testament to not only to the work, but also the collaborative nature of the Nike & W+K relationship. It also highlights opportunities for brands in Asia to tell bigger brand stories and connect with consumers.” says Kel Hook, MD of W+K Shanghai, “It is a tremendous acknowledgement for Wieden+Kennedy Shanghai and the ability we have to create compelling content in partnership with brands like Nike.”
In 2008, The One Club launched One Show Entertainment, a division of The One Club that recognizes outstanding creative work in the realm of entertainment, including television programs, films, both documentaries and commercial releases, games and all other forms of electronic and online entertainment. The purpose of One Show Entertainment is to recognize and award entertainment on behalf of a brand that furthers its positioning.
附 纪录片《追》视频：
via: w+k shanghai
