Cannes Lions

XBOX

BARTLE BOGLE HEGARTY, London / MICROSOFT / 2003

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The idea was to take the concept of 'play more' and take it to an extreme by inventing a fictional sport. We enter the life of kuang, the ear tennis champion, he show us his training methods, his support for younger players, and his rise from rags to riches. We wanted to make people believe the sport existed and to pass around via the internet.

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