Sports giant Li-Ning celebrated the brand's 20th Anniversary this year, and at the same time revealed its new logo and slogan, with 'Make the change' replacing the old "Anything is possible" that the brand had been using since 2003.
The TV campaign, which will roll out nationwide on 18 July, features world famous atheletes such as Russian pole-vaulter Yelena Isinbayev, Beijing Olympic' badminton gold medalist Lin Dan, and NBA star Baron Davis chatting with teens as they often encounter the same problems as the Post 90 generations — pressure of competition, seeking recognition and failure. The sports stars encourage the teens to have the courage to "change".
Angie Wong, group brand director, Leo Burnett Shanghai explained that ‘Post 90s' in China described the teenagers born after 1990. Since Li-Ning was founded in 1990, it can also be deemed 'Post 90s'.
"The teenagers nowadays have their own points of view and own way to act. Moreover, they are worldly and passionate about learning new things. It is certainly difficult to capture their attention if a brand remains the same," Wong added.
Credits:
Project Post 90 Li Ning
Client Li Ning
Creative agency Leo Burnett Shanghai
Executive creative director Gordon Hughes
Creative director Tao Lei
Art director Huang Haibo
Copywriter Flora Feng
Planner Richard Dale
Client servicing Angie Wong
Media agency Starcom Beijing
Media planner Connie Yang
Production company Off-Lo-Hi
Director Alfred Hau
Editing company Ping Pong
Exposure Television, print, outdoor, Online
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