Cannes Lions

Space Jam 20 : Defy The Post

AKQA, Shanghai / NIKE / 2017

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Overview

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Credits

Overview

Description

Defy The Post : WeChat Takeover

A gamified mobile WeChat experience with the Monstars at the helm, filling up the WeChat social feed with fake social posts. Ballers play to take back control of their social feed.

Execution

An intergalactic basketball challenge disguised within two of China’s most influential sites, Tencent NBA and Hypebeast.

WeChat Feed Takeover

The WeChat feed gets taken over by faux Monstars posts to show dominance on the internet. Influencers such as Li Na, Wang Da Lei, and Blackie Chen drop in to make a cameo.

Tencent NBA : Satellite Hoops

On the Tencent site, a moving satellite hoop hovers on the page for ballers to score on. Shoot the ball to activate the lasers. Make 3 shots in a row to blow it up to smithereens.

Hypbeast : Hurricane Spin Moves

Spin the ball to create a hurricane that blows away the Monstars chillin’ in the Hypebeast site. The faster the spin, the crazier the site breaks, breaking through the galaxy.

Outcome

144K ballers defied the Monstars, with 32K joining the official Jordan WeChat account making the takeover a success and the best performing WeChat campaign to date.

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