耐克（Nike）和Wieden+Kennedy于今日宣布，W+K上海憑借其與耐克（中國）公司聯(lián)合制作的記錄劉翔重返賽場的紀錄片《追》獲得了One Show Entertainment電視節(jié)目類真人秀系列銅鉛筆獎。這是亞洲在此項評選中的唯一贏家。

紀錄片《追》記述了劉翔克服傷病成功復出的過程。由于嚴重受傷，劉翔退出了2008年北京奧運會，但他走出了退賽的陰影，經(jīng)過長期的康復過程，終于在2009年9月成功復出。耐克為他們和運動員之間的承諾和這些勵志的故事而自豪，通過呈獻劉翔復出的故事，耐克不但讓中國的年輕人更了解劉翔一路走來的挑戰(zhàn)，也讓他們對一個真正的運動英雄重建信心。

該紀錄片的一個剪切版本首先由中央電視臺在2009年全運會期間播出，之后又在五家地方電視臺播出完整版。除了在電視臺免費播放外，該紀錄片還發(fā)行了限量版DVD，通過中國大陸和香港的耐克專賣店發(fā)售。隨著這些發(fā)行，《追》在網(wǎng)絡(luò)上受到了喜歡耐克的年輕觀眾的廣泛追捧。

“這個獎項不僅是對作品本身的肯定，也是對耐克和W+K合作關(guān)系的肯定，它也突顯了在亞洲的品牌有機會通過闡述故事內(nèi)容的方式來做大品牌，以此來加深與消費者之間的聯(lián)系，” W+K上海的總經(jīng)理Kel Hook如是說：“這對W+K上海也是個很大大嘉許，我們通過和像Nike這樣的品牌合作，有能力創(chuàng)作令人矚目的內(nèi)容。”

“One Show Entertainment”娛樂獎是The One Club于2008年推出的新獎項類別，用以表彰在娛樂領(lǐng)域內(nèi)具有卓越創(chuàng)造性的作品，包括電視節(jié)目、電影（包括紀錄片和商業(yè)片）、游戲以及其它所有形式的電子娛樂和在線娛樂節(jié)目。One Show Entertainment旨在對那些代表某一品牌并能加強其定位的娛樂節(jié)目進行表彰和獎勵。

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 紀錄片《追》視頻：

via: w+k shanghai