Anta: ANTA LI XIAOXU'S SHOEBOX INSTALLATION by J. Walter Thompson Shanghai for Anta

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Anta: ANTA LI XIAOXU'S SHOEBOX INSTALLATION

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Industry Sportswear, Athletic Footwear & Accessories, TV Channels/Radio Stations and Programmes
Media Design & Branding
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Elvis Chau, Yang Yeo
Creative Director Terence Leong
Copywriter Salome Zhang
Designer Chao Zhang, Casper Franken
Photographer Jonathan Tay, Rj Teo
Illustrator Casper Franken
Released April 2011

Awards

Cannes Lions 2011
Design Lions Point of Sale Bronze

Credits & Description

Type of Entry: Environmental Design
Category: Point of Sale
Advertiser/Client: ANTA SPORTS PRODUCT
Product/Service: SPORTS
Entrant Company: JWT SHANGHAI, CHINA
Design/Advertising Agency: JWT SHANGHAI, CHINA
Executive Creative Director: Yang Yeo/Elvis Chau (JWT Shanghai)
Creative Director: Terence Leong (JWT Shanghai)
Art Director: Zhang Chao (JWT Shanghai)
Copywriter: Salome Zhang (JWT Shanghai)
Designer: Zhang Chao/Casper Franken (SHOTOPOP) ()
Print Production: Liza Law/Lulu Zhang/Isaac Xu (JWT Shanghai)
Client Service: Edward Dai (JWT Shanghai)
Photographer: Jonathan Tay/RJ Teo (CLIQ) ()
Illustrator: Casper Franken (SHOTOPOP) ()
Retouching: Amoeba ()
CLIQ Asia: CLIQ Asia ()
Brief Explanation:
CBA is seen as downgrade version of NBA. Using CBA branding itself does not have strong stopping power compared to shoes by Nike and adidas’ NBA-sponsored players. In a cluttered retail environment, we knew flat posters wasn’t enough to promote interest to the products.
The opportunity is that what create stronger connection to the customers are the stories behind each CBA players, representing the authentic Chinese basketball spirit. The spirit is invisible, the challenge is how we can make Chinese consumers see the sports spirit.
Describe the brief from the client:
Anta is a famous sports brand in China, representing the authentic Chinese sports spirit.
It actively supports the local sports events. Anta is the official sponsor of Chinese Basketball Association (CBA), it launched a new series of CBA basketball shoes featuring the CBA players.
The brief was to launch this basketball shoes with an engaging in-store poster campaign to inspire consumers to unleash their full potential.
Anta has over 7000 retail stores. With over half a millions traffic to the store everyday, retail is critical battle field to win over the competition.
Description of how you arrived at the final design:
We wanted to tell a very interesting story about the basketball shoe – how the shoe captures the Chinese sports spirit, and makes a player better. Also, we wanted to find a way to remind Chinese consumers that their local CBA basketball players are just as passionate as foreign NBA players.
We just sell boxes of basketball shoes, but boxes of sports spirit captured inside the shoes. That’s why we used a dynamic sculpture that’s made from a shoebox showing how the shoe unfolded the player’s life stories, unleashed the Chinese sports spirit.
The shoe boxes are made of ordinary material but it represents extraordinary spirits.
Indication of how successful the outcome was in the market:
The in-store poster campaign received considerable hype, and generates interest to the shoes. Anta CBA basketball shoes are not seen as downgrade of NBA shoes, but shoes with Chinese sports spirit. And more importantly, all regular sized (8-12), CBA edition shoes were sold out in 2 months from launch.