Lunar New Year: The Great Chase

In the first Chinese New Year campaign for Nike, W+K Shanghai created a film that tells the story of a young girl, her aunt, and the tradition of gifting 红包, or "hongbaos."

This tradition is practiced by Chinese people all over the world in celebration of the Lunar New Year and generally sees elders gifting hongbaos to their younger relatives, who return the favor once they're grown with families of their own. As a show of respect, receivers must politely decline out of courtesy while the givers keep insisting.

The 90-second film explores what happens over two decades when the game is taken to another level.