In the past few years basketball became the most popular sport in China. A country with more than 1.3 billion people. Zhou Qi was just drafted to the Houston Rockets, making him the only Chinese basketball player in the NBA and the new hope to represent the whole country in the most important basketball league in the World. Some say he could be the next Yao Ming. But others worry he'll be like every other Chinese player since Yao who couldn't handle the league and have to come back to China.
So when you go on Chinese blogs and message boards, you won't see kids wishing him luck and cheering him on. You'll see they're all telling him, "Don't come back."
Agency: Wieden + Kennedy Shanghai
Role: CD / AD Freelance
Director: Ian Schwartz
Photographer: Felipe Revite
Team: Ian Toombs + Vivian Yong + Liu Wei + Felipe Revite + Matt Skibiak + Enric Soldevila
To extend the campaign in social we created a series of stills and gifs made with Polaroids with a painted treatment to iconize each kid featured in the film and inspire every single kid in China to show their commitment to 'Want it all'.
To celebrate the fast growth of Zhou Qi we created a Brand Identity proposal. We used his hands to represent the firs letter of his name.