The winner of this week's creative work of the week in Asia Pacific is Nike, which launched its ‘The Road to HBL’ campaign in China as part of the lead up to its High School Basketball League (Nike HBL)’s Greater China invitational finals.
Fans will be able to experience the training regime, including team bonding, pep talks and match excitement from the point of view of a young player, creating their own personalised basketball diary and shareable team poster.
For this campaign, Nike engaged R/GA Shanghai to work closely with real life HBL players, coaches and fans from Beijing, Shanghai and Taiwan in order to identify shared experiences.
The Drum spoke to Terence Leong, executive creative director and Laurent Thevenet senior technology director at R/GA, as well as Gus Karam, executive producer at Final Frontier to delve deeper into the campaign.
