Beijing ballers are notoriously taller, more flashy and more arrogant than other players in China. We set about creating a campaign that captured this attitude, under the name 'Beijing City Young Masters' which in Mandarin, has way more swagger to it, implying the young masters are also 'spoilt brats'. We created a competition that took place in the Forbidden City itself- A first for any brand.
It was a great project drawing on local cultural heritage but also giving it a youthful, defiant energy. The campaign was a big success both tapping into the Beijing baller community and those in greater China too. Beijing City Young Masters also picked up the ADC Black Cube for best integrated. Nice- or 'Hen Hao' as they'd say there.
Role: Art Director
Agency: Wieden + Kennedy Shanghai