Based on the epic game where Kobe Bryant scored 81 points, this campaign was to inspire Chinese kids to train with the dedication and spirit of Kobe. He was set to host training camps in China and they were happening soon. Very soon.
These posters literally show the writing on the wall and use some of his training mantra to instil the benefits of hard work in building your game.
Fly posted in cities and at the training camps, they helped emphasise how skillz to pay bills don't come without hard work.
Art director: Ollie Watson
Copywriter: Iric Chun
Illustrator: Julien Choquart
W+K Shanghai
Awards:
Bronze - long xi awards, china - billboard/signage