Sporting a ‘Battle of the 9 Gates’ theme, the three-on-three basketball tournament revolved around the nine gates of old Beijing city, and saw 6,000 Beijing teenagers compete within their gate. The winners went on to represent their gate at the final, which took place on 13 May in the Forbidden City.
Billed as ‘pop culture meeting ancient turf wars’, DMG created a range of experiential executions to dramatise the theme, including posters and a seven-metre high gate that players had to pass through to enter each basketball court.
The campaign initially kicked off via an-above-the line burst in April, developed by Wieden & Kennedy, including a hip-hop music video.
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