Category: Best Use of Special Events and Stunt/Live Advertising
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)
Production House/Editing Company: (24h)
Director: Stone Shek (24h)
Cameraman: Moto (24h)
Editor: Ling Tong (24h)
Media placement: Ambient - Shanghai - 11 July 2011
Insights, Strategy & the Idea
As China gets more affluent, more and more people are driving, and less and less are exercising. Chinese sports company, Li-Ning, decided to draw attention to this problem.
Creative Execution
We decided to draw attention to the problem by creating a car cover that transforms your car into one of their running shoes, emblazoned with the message, “Today, I run”.
Results and Effectiveness
The ambient was reported on by more than 50 national and local media outlets reaching an estimated audience of more than 15,000,000 people.