Cannes Lions
LEO BURNETT SHANGHAI, Shanghai / LI NING / 2012
Overview
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Credits
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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