“HANGTIME: 2.5SECS”“THERE’S MORE TO THIS GAME THAN YOU KNOW.”As adidas takes on the role of official partner of China Volleyball Association, the objective of this burst of communication is to strengthen the brand’s leadership in the category by helping change Chinese youth’s perception of volleyball being a slow, old-fashioned game. Thus, in order to urge the target (14-24 yrs Chinese urban sports kids) to reconsider the game, the campaign idea is to bring out the unknown excitement of volleyball through viral films seemingly done by two peer boys who are much impressed by the sport.