Jordan 5V5
Jordan Brand and AKQA Shanghai dominated last year’s summer basketball at the NBA 5V5 tournament through “What is Love?”
- a multi-platform social content series that defines the brand message of “Love the Game” for China.
The series features 15 sec. films of local basketball heroes from different cities across the nation, sharing their definition of love through their game. The films were broadcasted live on Weibo Stories and WeChat.
What Love the Game is
Jordan Brand.
‘Love the Game’ is something NBA players told you about. But does it only belong to them?
For the NBA 5v5 games in China, we asked grassroots players to define what it means for them. But not only with words, but actions.
Throughout the games, we captured the moments that prove their love for the game and broadcasted them live. Turning their actions into a real-time expression of what Jordan brand stands for, and turning local ballers into the brand’s true heroes.
Agency:
AKQA Shanghai.
Role:
Senior Art Director.