Burton had a simple message to communicate: their new line of snowboards could take them further. In China, youth spend more time on the internet than watching TV, so the internet is where we had to reach them. However, Chinese youth are becoming harder and harder to impress. They feel they’ve seen it all. For Burton to make an impact with their new high flying boards and truly deliver on their promise of “No Boundaries”, we had to push the limits of the media.