Li Ning: Don't Drive...Run

Credits & Description:

Category: Public Spaces
Advertiser: LI NING CHINA
Product/Service: LI NING SHOES
Agency: LEO BURNETT SHANGHAI
Executive Creative Director/Copywriter: Amanda Yang (Leo Burnett Shanghai)
Executive Creative Director/Copywriter: Gordon Hughes (Leo Burnett Shanghai)
Creative Director/Art Director: Fish Feng (Leo Burnett Shanghai)
Copywriter: Joy Zou (Leo Burnett Shanghai)
Art Director: Ian Cai (Leo Burnett Shanghai)
Art Director: Wenchao Song (Leo Burnett Shanghai)
Designer: Ken Lee (Leo Burnett Shanghai)
Producer: William Huen (Leo Burnett Shanghai)
Photographer: Alan Chow
Photographer: Andy Wee
Print Production: Colin Lu (Leo Burnett Shanghai)
Account Director: Angie Wong (Leo Burnett Shanghai)
Director: Stone Shek (24th)
Cameraman: Moto (24th)
Editor: Ling Tong (24th)
Production House/Editing Company: (24th)
Media placement: Ambient - Shanghai - 11 July 2011

Describe the brief from the client
Li-Ning wanted to build awareness for their new range of running shoes.

Describe the challenges and key objectives
People prefer to drive instead of run, a problem magnified with the ever increasing number of cars in China.

Describe how you arrived at the final design
To redress this issue we directly confronted the source of the problem. We created car covers in the shape of Li-Ning's latest range of running shoes with the message "Today, I run". These car covers were placed in highly frequented locations to attract as much attention as possible.

Give some indication of how successful the outcome was in the market
This ambient ad was reported by more than 50 national and local media outlets reaching an estimated audience of more than 15,000,000 people