* Situation: Nowadays, the Jordan Brand no longer represents the basketball culture but a luxury sports brand for Taiwanese teenagers. For celebrating Jordan Brand’s 30th anniversary in 2015, it is an opportunity to reestablish connection between teenagers and the Jordan Brand.

* Objectives:

Ignite teenager's attention and drive social buzz around Jordan brand 30th anniversary.

We let the Jordan brand famous icon - “Jumpman” flight on Taiwan traffic light as a street attack for celebrating 30th anniversary.

From 2nd October to 18th October 2015, we set up the Jumpman Traffic Light at Ximending, the most popular entertainment place for Taiwanese teenagers.

People dropped by to see and enjoy the eye-catching animation of the “Trafficman” changed into the “Jumpman”. After animation, we threw a QR code to drive consumers’ have in-depth knowledge of brand by visiting the Jordan Brand 30th anniversary website.

From 2nd October to 18th October 2015, we set up the Jordan Brand Traffic Light at Ximending, the most popular entertainment place for Taiwanese teenagers. People dropped by to see and enjoy the eye-catching animation of the “Trafficman” changed into the “Jumpman”. After the “Jumpman” logo appeared, we threw a QR code to drive consumers’ have in-depth knowledge of brand by visiting the Jordan Brand 30th anniversary website.