Cannes Lions

LI-NING BASKETBALL

ZAMBEZI, Los Angeles / LI NING / 2012

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With the 2011-12 NBA season threatened by a labor strike, Li-Ning Basketball launched an integrated campaign anchored by an animated five part web film series. Using the postponed season to their advantage, Li-Ning became publishers of original content rather than beholden to CCTV5 government controlled broadcasts in China.The audience undertakes a journey to learn the true meaning of the game based on the Li-Ning philosophy "You Stronger Makes Me Stronger" (Yi Qiang Li Qiang). "The Legend of Yi Qiang Li Qiang" leverages Li-Ning’s NBA brand ambassadors, featuring the likenesses of Baron Davis and Evan Turner, as well as CBA stars Zhang Bo and He Tianju – the first time the Chinese and American leagues have formed an ensemble cast.Each chapter positions Li-Ning Basketball as a brand that embraces a holistic approach to the game, highlighting the importance of synergy between mind, body, and weapons.

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