ADIDAS base_1

Advertising project for Adidas
Role: Art Direction, Graphic Design

[AWARDS]
-Clio Awards: Silver
-New York Festival Advertising Awards: First Prize, Third Prize, Finalist
-New York ADC Award: Merit

About the project

In 2017 Originality started emerging in China through the form of hip-hop thanks to a popular show called The Rap of China. However, China’s most powerful media regulator known as the SAPRRFT banned all hip-hop culture for being against Chinese values.
Therefor, Adidas is going to give the voice of hiphop back to China through a new device called Base_1 . With Base One, aspiring rappers will have the opportunity to practice free styling over a beat, upload their best songs, and have a chance at being featured at listening parties in Adidas locations across Shanghai. Proving that, even when censorship threatens originality, we stand with the new generation of creators.