ABOUT: This Nike China Olympic campaign was a major marketing initiative, dubbed ‘Kobe Mentu’ or ‘Kobe’s Disciples’, centered on a unique reality TV show. Four-hundred youth from all over China trained and competed for a place as a disciple of Kobe Bryant; twenty-four won a trip to California to train with Kobe and U.S. coaches. Of the twenty-four, sixteen were selected to play a championship game in Beijing, which was aired during the prime-time slot as a six-part series on China’s national television network. It won the 2008 One Show Entertainment Award Silver Pencil and was the second highest watched show in China behind the Olympics.

ROLE: Creative Digital Strategist – Senior Editor