Title | NIKE AIR MAX LEBRON VII |
Brand | NIKE CHINA |
Product / Service | SPORTS APPAREL |
Category | A02. Posters |
Entrant | WIEDEN+KENNEDY SHANGHAI, CHINA |
Entrant Company: | WIEDEN+KENNEDY SHANGHAI, CHINA |
Design/Advertising Agency: | WIEDEN+KENNEDY SHANGHAI, CHINA |
Credits |
Name | Company | Position |
---|---|---|
Nick Cohen | Wieden + Kennedy Shanghai | ECD |
Gino Woo | Wieden + Kennedy Shanghai | Art Director |
Emilia Bergmans | Wieden + Kennedy Shanghai | Art Director |
Thomas Tsang | Wieden + Kennedy Shanghai | Copywriter |
Cook Xu | Wieden + Kennedy Shanghai | Copywriter |
Keith Wang | Wieden + Kennedy Shanghai | Designer |
Sally Zou | Wieden + Kennedy Shanghai | Illustrator |
Ling Meng | Wieden + Kennedy Shanghai | Illustrator |
Chris Dixon | Wieden + Kennedy Shanghai | Account Manager |
Jackie Liang | Wieden + Kennedy Shanghai | Traffic |
Xiao Ming | Wieden + Kennedy Shanghai | FA Artist |
Rock Xin | Wieden + Kennedy Shanghai | Studio Production |
Dominic Tan | Wieden + Kennedy Shanghai | Planner |
Radio Woon | Wieden + Kennedy Shanghai | Illustrator |
Kids in China are still trying to relate to LeBron’s physical style of play which most Chinese ball players have a difficult time emulating. Also, Kids in China don’t have access to the full range of LeBron’s jovial and fun-loving personality that is present in U.S. media. Due to his lack of exposure within the Chinese market, LeBron, he has been perceived to be too serious, somewhat intimidating, and lacking rapport with his Chinese fans. Our key objective was to continue growing LeBron in China by conveying his heart and love for the game of basketball.
LeBron James plays the game of basketball with all of his heart. His love for the game is infectious. LeBron James one of the best in the game and no one plays the game with as much heart and passion as LeBron James. We were briefed to come up with a campaign that would continuing to grow LeBron James in China and build energy around the release of his new signature shoe, the Nike Air Max LeBron VII.
Kids are not familiar with the make up of LeBron James. We want to change that. We want to give consumers a 360 degree look at LeBron, through both performance and personality. To relate to chinese kids with an honest voice, we identify seven chinese characters that represent who he is as a player and as a person and we literally manifests his "character" through his court performance.
We totaled over 19.23 million impressions.