Cannes Lions

LI NING SHOES

LEO BURNETT SHANGHAI, Shanghai / LI NING / 2012

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Overview

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Credits

Overview

Description

Li-Ning wanted to build awareness for their new range of running shoes.

Execution

To redress this issue we directly confronted the source of the problem. We created car covers in the shape of Li-Ning's latest range of running shoes with the message "Today, I run". These car covers were placed in highly frequented locations to attract as much attention as possible.

Outcome

This ambient ad was reported by more than 50 national and local media outlets reaching an estimated audience of more than 15,000,000 people

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