Nike Film You Only HBL Once by Wieden + Kennedy Shanghai

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You Only HBL Once

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market China
Agency Wieden + Kennedy Shanghai
Executive Creative Director Ian Toombs, Vivian Yong
Art Director Kim Liu
Senior Copywriter Bob Gao Wei Liu
Production Playfull Production
Director James Cai
Released May 2018

Credits & Description

Media: TV
Category: Sportswear
Brand: Nike
Agency: Wieden + Kennedy
Geo: China
Advertising Agency: Wieden + Kennedy, Shanghai, China
Executive Creative Directors: Ian Toombs, Vivian Yong
Art Director: Kim Liu
Senior Copywriter: Liu Wei
Head of Integrated Production: Sanne Drogtrop
Executive Producer: Bernice Wong
Senior Producer: Raymond Lau
Junior Art Producer: Juni Zhu
Senior Planner: Leon Lin
Planner: Chris Kirkup
Business Director: Dino Xu
Associate Account Director: Jim Zhou
Account Manager: Shawn Kai
Account Executive: Max Ma
Head of Design: Fish Ho
Designers: John Yao, Benson Pang, Genle Zhu
Head of Project Management: Nicole Bee
Senior Print Production Manager: Vic Zhang
Senior Print Producer: Stone Xue
FA Artist: Austin Hu
Business Affairs: Jessica Deng, Kathy Zhan
Print Production Company: JBPHOTO Studio
Photographer: Qiao Yong
Retouching House: Dumpling Bird / Shanghai
Retoucher: Billy Zhu
Film Production Company: Playfull Production
Director: James Cai
Executive Producers: Wolfie Wong, Carson Ng
Post Production: Fin Design for Colour and Online
VFX Artist: Ted Tsui
Nuke Artist: Xiaoxu Ran
Colourist: Nick Barton
VFX Producer: Ivy Shi
Editor: Luke Lynch
Music / Sound Design: BrewHouse Music
Audio Mixing: Green United Music / Asia
Published: May 2018
In China people don’t really pay attention to high school basketball, even basketball fans. Nike China wanted to elevate its high school basketball league (HBL) to a level where the wider community would take notice of the league and its players and at the same time inspire basketball kids in China to pursue their own basketball dreams. To commemorate and encourage the players of HBL, Wieden + Kennedy, Shanghai ceated a mysterious character with "THE VOICE OF HBL." This hooded, charismatic hype man magically reaches out to every player and everyone who loves the game by acknowledging their hard work and reminding them to seize this once in a lifetime opportunity – because they only HBL once. For the first time this year, the NIKE HBL invitational will be held on the largest stage for basketball in China Beijing Wukesong Stadium. It offers all the young high school athletes in Greater China the chance to make names for their schools and themselves and gain the attention of the entire nation.