The NEW CategoryEntrant:
DDB China Group,
Gatorade "D.I.Y Street Basketball"
Credits Media Type: Ambient Corporate Name of Client: Pepsi Co China Client Account Director: Paul Hong Agency Account Director: Margaret Wu Agency: DDB China Group, Shanghai Chief Creative Officer: Michael Dee Executive Creative Director: Victor Ng Creative Director: Billy Deng Copywriters: Xiaole Han/Billy Deng Art Directors: William Zhang/Victor Ng Photographers: A.G. Chen/Alex Chen Illustrator: Lang Nie Executive Agency Producer: George Ooi Production Company: CTV Bridge Animation, Beijing Director: Sebastien Zhang Producer: Vincent Chen
Basic description of the project: Basketball is the most loved sport in China. But in Shanghai, the ratio of people to basketball courts is a depressing 10,000:1. We created a simple “D.I.Y Streetball Kit” which could be easily assembled anywhere by anyone. We produced 200 of these and distributed them to streetball lovers all over Shanghai. Street basketball became basketball streets. We turned a low budget of RMB100,000 into 200 wholly owned, fully targeted media placements. These were exposed to 2 million people and engaged over 40,000 people in street basketball.