Running off the back of the 2010 Asia Games, Nike wanted to make a strong brand statement to the youth of Guangzhou, connecting them to the spirit of the brand. The key goal of this campaign was to inspire Guangzhou kids to play with pride on their home turf, strengthening their connection to the brand through sport, whilst leveraging the energy of the games.

Guangzhou athletes are quiet but confident, they don’t trash talk, or boast, instead expressing themselves through their game. This campaign was about bringing this spirit to life, how actions can speak louder than words. We visualized our kid’s inner voice exploding from inside of them, triggered by sport, the creative pushing beyond the traditional boundaries of the medium, to heighten impact. A key location we used was a basketball court, where we created a court wrap that extended out to an entire neighboring apartment block, similarly with subway executions that broke traditional formats extending across physical environments.

The court wrap execution provoked immediate response from residents and athletes alike. What followed was a storm of media attention, including a 3 minute news segment broadcast on several TV stations, in addition to stirring up thousands of views, posts, uploads and comments across social media channels including BBS forums, microblogs, and video channels.