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- Nike China - "Don't Come Back"

Nike China

Zhou Qi was just drafted to the Houston Rockets, making him
the only Chinese basketball player in the NBA.  Some say he
could be the next Yao Ming. But others worry he'll be like every other
Chinese player since Yao who couldn't handle the league and
have to come back to China.  

So when you go on Chinese blogs and message boards, you
won't see kids wishing him luck and cheering him on. You'll
see they're all telling him, "Don't come back."


We iconized these punks with stills and gifs created
from polaroids we shot on set. And then released them
online to further spread the message and inspire
Chinese basketball players to “Want It All.”


Role: Creative Director
Partners: Enric Soldevila (CD) Liu Wei (CW) Felipe Revite (AD)
Director: Ian Schwartz