The Campaign

Kite Boy, an animated film about a boy overcoming his challenges to soar to the heights of Beijing street ball. Launched with the Jordan CNY Pack and inspired by Chinese folklore, the film empowered kids to pursue their dreams on Chinese New Year. The film follows the son of a kite maker, a boy whose skills in basketball don’t match up to his passion for the game. At Beijing’s most infamous street ball court, the boy makes a fool out of himself in front of the local ballers. The boy returns home to train himself, pushing himself each and every day. In a journey into the surreal, the boy encounters three elementals that help elevate his game. Equipped with confidence and a pair of Jordan Super.Fly IV gifted from his father, the boy returns to the courts, ready to prove himself.

Creative Execution

The Kite Boy campaign launched on Chinese social media over the course of Chinese New Year (one week period). We kicked off with a teaser poster, stirring curiosity amongst Jordan fans. The following day, the CNY Pack dropped through a digital look book, including an athlete photo shoot, an apparel lay down, and an unboxing of the limited edition pack. The 3-minute Kite Boy animated film launched on Jordan Brand’s social handles with a question to fans: “How will your dreams take flight this coming year?” Iconic moments from the film were posted as gifs, giving fans social content to express their CNY aspirations.

Kite Boy was one of the most successful social campaigns in Jordan Brand China’s history, and the CNY Pack sold out over the holiday season. 2.7 MILLION IMPRESSIONS ON SOCIAL MEDIA 500,000 VIEWS +235% INCREASE IN FAN ENGAGEMENT

Chinese New Year is a celebration of family and tradition, but over the years, the holiday has been losing its meaning for the new generation. Jordan Brand’s strategy was to create a modern folktale for the young ballers of China. The film would speak to their aspirations for the coming year on social networks where they already hang out, including Weibo (China’s Twitter) and WeChat (China’s biggest chat app).