The Asian Games were held in Guangzhou, China, on November 2010. Nike was not an official sponsor, but nonetheless we wanted to steal the show.
The campaign line "Your Game is Your Voice" was born from the insight that athletes in Guangzhou don't talk up their game— they let their game do the talking.
The Chinese government was attempting to make local Guangzhou residents give up their native language of Cantonese in favor of Mandarin, China's national language. This caused a backlash in Guangzhou as the locals clung to their native Cantonese more fiercely. While the official sponsors complied and used Mandarin in their communications, our campaign was written entirely in Cantonese.
This was a fully integrated campaign combining print, dynamic OOH, content generating events, video, digital... even a rap track and music video.
Later in the campaign, with ILoveDust, we created commemorative posters for Nike's top athletes who competed in the Asian Games.