Beautiful and Creative Nike Ad Campaign Targeting Chinese Market – Nine Gates
September 17th, 2009 | Design, Inspiration | Comments
In 2007 Nike created an outdoor basketball tournament in Beijing, China. The size of the event involved over 5,300 teenagers and 1,340 teams. Nine teams won the right to represent the gate in their neighborhood at the semi-finals. The final tournament was held at the Hall of Ancestral Worship, in Beijing’s Forbidden City. They combined “pop-culture-meets-ancient turf wars as the kids of Beijing stand behind their gate.”
The Nine Gates
This is an old Ad campaign (2007) but very interesting. Focused on basketball and the 9 gates of « Old » Beijing, we can see the fusing of western american hip hop culture and the ancestral and traditional Chinese culture of martial arts to create a real new mixed culture. And it worked! The Chinese youth completely adhered to the idea and I can understand it because the result is just awesome!
We can see here a real good adaptation of Nike’s promotion to win this huge new market.
Advertising Agency: DMG, Beijing
Chief Creative Officer: Dan Mintz
Creative Directors: Kelvin Mak & Weibing Xu
Art Directors: Weber Zhang, Alan Guo, Ben Dong, Leo Sui, Hui Wang & Yeesin Heng
Copywriter: Ray Yuan
Photographer: Alan Guo
Designers: Zhenyu Zhao, Yuanyuan Ni, Sinel Luo & Zuoxiao Yang
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