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
In May 2007, Nike China and DMG organized in Beijing "The Battle of the Nine Gates", an experience marketing campaign focused around a 3-on-3 epic street ball tournament to unearth the best young players. The Nine Gates were the entrances to China's ancient walled cities, in this case, the city limits of old Beijing. Inspiration was drawn from the capital's imperial heritage, street ball culture and the arrogant Baqi style of Beijing baskeball. Pop culture meets ancient turf wars as the kids of Beijing stand behind their Gate.
Dozens of competitions were held, attracting 5,300 teenagers from 1,340 teams.
The campaign incorporated multi-media spanning from recruitment drives to artist-collaborations, music, videos, and post-final celebrations.