Title | TEMPLE OF DEADLY QUICKNESS |
Brand | NIKE |
Product / Service | KOBE X |
Category | D01. Brand Environments |
Entrant | WIEDEN+KENNEDY SHANGHAI, CHINA |
Entrant Company | WIEDEN+KENNEDY SHANGHAI, CHINA |
Advertising Agency | WIEDEN+KENNEDY SHANGHAI, CHINA |
Media Agency | MINDSHARE CHINA Shanghai, CHINA |
Production Company | TZ STUDIO Shanghai, CHINA |
Production Company 2 | FIN DESIGN + EFFECTS SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Yang Yeo | Wieden+Kennedy Shanghai | Executive Creative Director |
Terence Leong | Wieden+Kennedy Shanghai | Creative Director |
Azsa West | Wieden+Kennedy Shanghai | Creative Director |
Jimmy Chen | Wieden+Kennedy Shanghai | Copywriter |
Nelson Ng | Wieden+Kennedy Shanghai | Art Director |
Marula Vaz | Wieden+Kennedy Shanghai | Interaction & Experiential Art Director |
Kevin Lunsong | Wieden+Kennedy Shanghai | Designer |
Johnny Zou | Wieden+Kennedy Shanghai | Digital designer |
Ashley Cheung | Wieden+Kennedy Shanghai | Creative Technologist |
Hiro Ikematsu | Wieden+Kennedy Shanghai | Editor |
Bernice Wong | Wieden+Kennedy Shanghai | Content Head |
Arlene Lu | Wieden+Kennedy Shanghai | Content Producer |
Max Wu | Wieden+Kennedy Shanghai | Senior Digital Producer |
Vic Zhang | Wieden+Kennedy Shanghai | Construction Producer |
Stone Xue | Wieden+Kennedy Shanghai | Print Producer |
Chuck Xu | Wieden+Kennedy Shanghai | Account Manager |
Sasa Yang | Wieden+Kennedy Shanghai | Account Executive |
Bryan Tilson | Wieden+Kennedy Shanghai | Business Director |
Paula Bloodworth | Wieden+Kennedy Shanghai | Senior Planner |
Leon Lin | Wieden+Kennedy Shanghai | Planner |
Coral Peng | Wieden+Kennedy Shanghai | Social Strategist |
Nicole Bee | Wieden+Kennedy Shanghai | Project Manager |
WisPark & PinShi | Construction company | |
Green United Music & TZ Studio | Audio Production Company | |
Fin Design & Effects Shanghai | Post Production House | |
I-summer.me | Print Production House | |
Shanghai Xingbo Sports | On-site staff management | |
E|D|C-Shanghai | Music and Sound Design | |
Angel Fausto | Motion Graphics Design | |
Dreamone | Interactive Development Company | |
Diego Fuertes & Evan Cai | Space Design |
Their brief: Tell kids to be quick like Kobe. Kids in China worship Kobe but they don’t know what it really takes to be as fast as him and sadly, there are few opportunities for them to learn. They love basketball but rarely experience the thrill of impressing a coach or the feeling of achievement for having exceeded a test. This isn’t a problem in the short term, but basketball is in its infancy in China, it’s vital for Nike to invest in the future of basketball. Additionally, we must fuel the profile of international superstars like Kobe in China. We helped kids to not just look like Kobe, but play like him too.
Nike is the world’s largest manufacturer of athletic shoes, apparel and equipment, with revenue of US$24.1 billion. Nike believes if you have a body, you are an athlete. Its mission is to bring inspiration and innovation to every athlete in the world. In China, Nike basketball dedicates itself to help the young Chinese ballers to bring their unstoppable game to the court.
To be one of the best players in basketball, Kobe Bryant puts himself through strict training. To see if ballers in China are quick enough to wear the new Kobe X shoes, we employed the same standards to create the “Temple of Deadly Quickness”. Inspired by quizzes that that U.S Air Force uses to select potential candidates, we distilled Kobe Bryant’s Mamba mentality into 5 focused silos, such as agility, stealth-like quickness, accuracy under pressure, reflexes and commitment; qualities that make up a skilled basketball player. We then transformed these silos into 5 interactive spaces that put the baller through physically and mentally-demanding challenges to see if they are worthy of Kobe’s new shoe.
Within hours of launching the “deadly quickness mobile game”, the test spread like wildfire on social media. In the first 24 hours, it was played over 300,000 times but only a handful of the players had the skills to pass it. Blogs and forums immediately sprang up offering tips and tricks to beat it. Within 6 weeks, the test has been taken 1.5 million times. We intentionally kept the “Temple of Deadly Quickness” experience exclusive, special and prestigious to attract the right people to the temple. The word spread quickly; press, basketball influencers and diehard fans all flocked to the temple. Ballers came from all over China & lined up for up to 4 hours to get their chance to prove their quickness. Their experience generated huge amounts of content, countless tweets & posts on Weibo and WeChat to a collective audience of millions. The experience also earned PR and mentions in top industry and basketball blogs and websites.