Inspired by the legendary game where Kobe Bryant scored 81 points, this campaign aimed to inspire Chinese kids to train with the same dedication and spirit that Kobe embodied. With his training camps in China just around the corner, we needed to act fast.

The posters featured bold, impactful visuals with Kobe’s own training mantras written literally on the wall, reinforcing the message that hard work is key to building your skills.

Displayed across OOH in cities and at the training camps, the campaign emphasised that true skills don’t come without relentless effort.

Art director: Ollie Watson
Copywriter: Iric Chun
Illustrator: Julien Choquart
W+K Shanghai

Awards:
Bronze - long xi awards, china - billboard/signage