The campaign aimed to touch and inspire basketball kids to take more risks and to rise in their own way. To these kids, basketball is a passion and a way of self expression. It is a way to prove themselves and an alternative to the conventional "rules" of chinese basketball. This campaign aimed to bring a breath of fresh air to the game, more competitive and passionate.
We wanted to showcase how this new breed of players can inspire and how they make the game more exciting than ever before. For them, to create something new, one must break something old.
Having this as starting point, we developed the idea further, giving each player his or her own voice. Our story and visual direction were all based on the same concept.
The campaign was roled out across mainland China, Hong Kong and Taiwan markets and in different channels such as digital, social, OOH.
The campaign key visuals feature a series of players who are fearless and filled with swagger and confidence. They “got next” and they’re ready to take you on in a court near you. Their pictures are energetic, full of movement. The typefaces featured on each poster are all handmade and intimate, representing each player personality, style and individuality.
Thrilled to work along the very talented team at WK Shanghai. Thanks to: Terence Leong, Shaun Sundholm, Cook Xu, Patrick Rockwell, John Yao, Ian Toombs, Timothy Cheng, Dino Xu, Jim Zhou, Shawn Kai, Leon Lin, Carina Huang, Lucian Peng, Bill Tang, Xuan Ong, Jiji Hu, Bernice Wong, Yuan Fang, Vic Zhang, Stone Xue, Nicole Bee, Shirley Chen and probably more people, please don't feel ofended.
Agency: Wieden+Kennedy Shanghai
My Role: Creative concept, Art Direction