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Bronze Winner

The NEW Category
Entrant: DDB China Group, Shanghai
"D.I.Y Street Basketball"
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.

LIA 2011©

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