Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Hyper court' by BBH Singapore

Nike's campaign gave free WiFi and basketball training via smartphone to players in the Philippines.

2018 Cannes contenders: 'Hyper court' by BBH Singapore
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: 'Hyper Court'
Agency: BBH Singapore
Client: Nike

Nominated by:

Simon Brock, CD, Digitas Sydney:

Meaningful work either empowers action of inspires reaction. I love this work because it does both. The transformation of public courts into shrines to sporting superheroes is enough to inspire even the most lapsed sports fan (i.e. me) to dream of superstardom. But what excites me most about this work is how it goes a step further and actually helps millions of aspiring Filipino basketballers up their game. Every one of these dope courts offers free wifi access to a smartphone-powered training system, delivering free access to some of the best training content available, plus unlockable rewards to inspire them to train harder. World class.

Erick Rosa, chief creative officer, Publicis One Japan

Everything in this idea deserves praise. From the illustrations and the craft behind them, to the integration between the mobile experience and the real on court interaction with the audience. One of those ideas that every single thing was carefully crafted to perfection. 

Related Articles

Just Published

41 minutes ago

‘Brand’ new world: Marketers must adapt to altered ...

Brands are going to have to understand consumers' new COVID-19 social behaviours and attitudes, on top of any existing demographic and psychographic profiling, writes consultant Kristian Barnes.

3 hours ago

What CMOs want in a media agency, according to new ...

The latest Forrester Wave report ranks UM, OMD, Carat and Starcom among the top media shops of today.

3 hours ago

UM named global AOR for all Energizer Holdings brands

Some of the company's brands include Energizer, Armor All, Eveready and Rayovac.

3 hours ago

How should agencies respond to 'bullying' clients ...

VoxComm, a global coalition of agency trade bodies, said agencies were in effect being asked to act as banks for clients.