The fear of failure is often so great in China, that teenagers are reluctant to push themselves in sport in fear of 'losing face'. We created a campaign that encouraged young athletes to 'GO INTO THE UNKOWN' to find out what they are made on. In Chinese 'UNKNOWN' also had an additional meaning, in that it also promises something to learn. TV showed young athletes failing, literally 'losing face' from the camera perspective, but then regaining composure to win.
Role: Art Director
Agency: Wieden + Kennedy Shanghai