Yusi Portfolio
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- Words: 1,862
- Pages: 34
于斯 Yu Si
- 1983.06.02, Beijing
- Journalism academy, Fudan University, Shanghai 2002-2006 - Wieden+Kennedy Shanghai 2005-2008
- 0086 13764356672 - [email protected] - www.cpluv.com/yusi
NIKE BEIJING CITY ATTACK CAMPAIGN Epic street ball tournament to unearth the best young ballers in Beijing was held in 2007 spring. Only the most Baqi of ballers made it to the final inside the walls of the Forbidden City. Preliminary games were played around the Forbidden City gates, hence the title of the tournament, ‘The Battle of the 9 Gates’. Communications were devised by inspiration from the capital’s imperial heritage, street ball culture and the arrogant Baqi style of Beijing basketball. The campaign incorporated multi-media spanning from recruitment drives to artist-collaborations, music video, and post-final celebrations. Concepti & Copywriting
NIKE BEIJING CITY ATTACK DIGITAL Five rotating gates were built under the theme of empiral basketball calling kids to join the big game and get updated about the event. Copywriting
NIKE BEIJING CITY ATTACK MV MC Webber from Beijing, the Chinese pioneer MC was invited to make hip hop song for the MV directed by Tony Petrossian. Concepti & Copywriting
NIKE BEIJING CITY ATTACK EVENT Beijing's young masters were represented with a fusion of basketball iconography and traditional Chinese culture for the Nike tournament. Concepti & Copywriting
No opponet has seen my face.
There is no lose in my dictionary.
My feet don't have any brake.
I lost my shadow in last race.
You didn't grow your legs at the time when I ran through Beijing.
Drink a cup of tea after the race and wait for you at the finish line..
It is my shame to run no.2 being an elite.
I hip hop (tease) you from the starting point to the finish line.
NIKE BEIJING MARATHON 2007 CAMPAIGN Using the insight that Beijingers take pride in their trash talk humor, we made a campaign which pushed Beijingers to run instead of just talk. The posters portrayed different characters with unique Beijing voices. light-hearted, and motivational. Runners received challenges throughout Beijing by OOH, print, and digital. Nike+ experience was provided at gyms and universities in grass roots events for runners to train for the marathon. With Beijing Race Real t-shirts, flags, banners, etc. Nike dominated the race day as an unofficial sponsor. Concept & Copywriting
20/10, Beijing race real.
NIKE BEIJING MARATHON DIGITAL By talking big and customizing postcards, you can challenge friends to race real with you onine. Meanwhile a marathon route viral was made in the Beijing humour to give runners tips for the race day. Concept & Copywriting
NIKE BEIJING MARATHON BUS Buses were wrapped up inside-out which created great impact in Beijing. Concept & Copywriting
NIKE BEIJING MARATHON POSTCARDS 3 postcards introduced running routes in Beijing for 8km, 21km and 42km runners to train for the game. Concept & Copywriting
NIKE JDI 2007 CAMPAIGN The first Chinese JDI Campaign told the 80s generation's sports stories in a book of posters, short films and website.
NIKE JDI 2007 CAMPAIGN DOCUMENTARY 2 weeks-long event with daily videos and dairies are updated by 4 rollerblader boys skating across the Xin Jiang Desert which inspired kids to go out for their JDI stories.
NIKE ASIACUP 2007 Taking Ronaldinio as the inspiration for Chinese football youths, training tips were given during Asia Cup 2007 by print, OOH and website. Concept & Copywriting
Where is the next Ronaldinho?
Practice one touch play.
Prepare your feet for any direction.
Draw a Ronaldinhostyle Curve.
Training time is always game time.
Chip, dribble, stop, pass, kiss, fake, rub, stick, master.
My feet never show mercy.
Be 10.
NIKEWOMEN 2007 CAMPAIGN Except adaptation, i Diary was created for young women to express themselves in sports. Adaptation, Concept & Copywriting
NIKEWOMEN 2008 CAMPAIGN OOH, print, gym attack and bookmark give-away showed women a new perspective of doing sports: love. Adaptation, Concept & Copywriting
Not the next, the first.
NIKE LEBRON JAMES 2006 CAMPAIGN Kids took 'Not the next, the first' as their own statement in China. Inspired by Guerilla Research Lab's work, animation of LeBron logo being spraypainted upon a wall was projected on Shanghai buildings for the shoes' launch. Concept & Copywriting
NIKE LEBRON JAMES 2007 CAMPAIGN LeBron's glory history was told by TVC, print and OOH. Adaptation & Copywriting
NIKE LEBRON JAMES 2007 CAMPAIGN LeBron China colorway limited edition was launched by print, OOH and lace fence of LBJ logo on basketball courts using the technique developed by Joep Verhoeven from Holland. Concept & Copywriting
AIR ZOOM LEBRON V China Colorway 10/17 Entitle the king by the battle boots
STARBUCKS 2006 CNY CAMPAIGN Chinese New Year was celebrated by Starbucks in a modern way. Concept & Copywriting
STARBUCKS 2007 MID AUTUMN CAMPAIGN The Mid Autumn day was marked in Starbucks print and packaging with praphic inspired by the moon. Concept & Copywriting
SHANGHAI XTD113 LEASING MATERIAL XTD113 as an upcoming fashion center in Shanghai invites potential international tenants by its unique leasing material. Besides brochure, tins with gifts inside presenting each theme of the four floors. Concept & Copywriting
WYBOROWA W CAMPAIGN Introducing Wyborowa vodka to China, W is interpreted in Chinese pinyin and characters starting with W, Wyborowa language is created introducing the real night life. Concept & Copywriting
CHIVAS 25 PARTY GIVE-AWAY With artworks from international artists printed on ceramic, the unique bottle packagings were made as an exclusive gift for Chivas 25 party VIPs . Concept & Art direction
NIKE ASIA GAMES 2007 Jump website shared Nike Chinese golden athletes' jump stories and inspired kids to make their jumps and breakthroughs in sports during Asia Games. Concept & Copywriting
CONVERSE ANTI-SPORT CAMPAIGN During Olympics 2008, Converse embraced a new way of doing sports: do it in your fun way. 4 Chinese underground rock bands New Pants, Joyside, etc. were invited to show how to anti-sport on print, OOH, documentary and online. The 2 Chinese characters of sport are combined into one as a new icon for Converse Anti-sport. Concept & Copywriting
NOKIA SUPERNOVA SOMEBODY ELSE'S PHONE CAMPAIGN If you find my phone, will you look into it? We now give you a chance to dig into someone's life by looking into his/her lost phone. Episodes of three roles from London, Shanghai and L.A. are shown on www. somebodyelsesphone.com, where you can follow up their life secrets by checking 'real time' text messages, photos, videoclips, voicemails and contacts in their phones. Meanwhile, you can find them alive on facebook and interact with them. This is an experimental digital idea that provides audience new experience of products, where brand communication is integrated with entertainments. Screenwriting & Execution
NIKE OLYMPIC 2008 KOBE BASKETBALL DISCIPLES From tournament to campaign, Kobe Basketball Disciples is a grand integrated event before Olympics. After a series of eliminations, 12 top ballers were split into two teams and travel to LA to meet and train with Kobe Bryant. By Kobe's final elimination round, the remaining players returned to China for the championship on Beijing Dong Dan Court. Only the winners could be crowned the ultimate Basketball Disciples. The whole event was documented to TV show. TV episodes were supported by intergrated media including print, OOH, TVC and website. Concept & Copywriting
All the fit. None of the weight.
Faster breakes. Madder hops.
Challenge the limits of hangtime.
NIKE OLYMPIC 2008 INNOVATION CAMPAIGN The new products were launched through print, OOH and digital. To highlight the technological innovations behind the products, we utilize a combination of close-up shots and macro-photography, along with copy which calls out each of their unique benefits in a relevant way. Magazine case with flywire lines overlap the shoe image on magazine cover to present the new technique innovation in Hyper Dunk shoes. Concept & Copywriting
I am focus.
I am power.
I am effort.
NIKE OLYMPIC 2008 WHO ARE YOU CAMPAIGN Taking Nike's golden athletes' key strengths as their attributes, Nike inspire kids to dare to compete and define who they are in sports. Online interative platform was created to wrap up with TVC, print, OOH. Concept & Copywriting
I am relentlessness.
I am experience.
I am determination.
I am Zheng Jie. I am breakthrough. Who are you?
NIKE OLYMPIC 2008 WHO ARE YOU CAMPAIGN Before Olympics, Zheng Jie broke into top 4 in Wimbledon Opening 2008. To celebratee her breakthrough in Chinese tennis history, her ad was run the next day after her game on Sports Weekly. Concept & Copywriting
NIKE OLYMPIC 2008 BEAUTIFY BEIJING To address Nike's unique point of view on sports, four Chinese upcoming artists were invited to create Nike golden athletes' portraits and interpret their spirits in the language of art. The artworks were shown on billboards which dominated WFJ Street, one of key areas in Beijing during Olympics . Concept & Copywriting
NIKE OLYMPIC 2008 JDI CAMPAIGN Daily JDI competition and win ads are prepared for key Nike athletes to run across Sports Weekly newspaper and digital media in the event that these athletes bring home gold each night. Concept & Copywriting
Competition first. 'Friendship first, competition second' is taught in school as a game spirit and taken as a sport slogan in China. Now it is flipped on its head for Nike opening statement and the tone is set for the Games with a battle cry across print, TV and OOH communications. Copywriting
Front cover Back cover: Competition first.
F: 40 minutes. B: Every minute is overtime.
F: 08 27 2004, Argentina 89- USA 81. F: I don't want a gold. B: Nothing is more motivating than bronze. B: I want three.
F: Challenge the strongest. B: Become stronger.
F: Respect everyone. B: Fear no one.
F: 100m. B: Don't blink.
B: History is told in hundredth.
B: I only compete against myself.
B: You can only get this far by believing you can get further.
F: The stronger the opponent. B: The greater the victory.
F: 4x100m in 37.10s.
B: The world is accelerated by me.
F: It takes 42.195km to the podium. B: And only two steps to the top.
F: 2000, 2004, 2008.
B: My biography is written in fights.
F: People say you can't.
B: Power is weighed in pounds.
F: Brazil 3 - Agentina 0.
F: USA 118 - Spain 107.
F: 08 24 2008.
F: Just do it.
B: Until you prove you can.
B: I am not invincible, we are.
B: Chinese boxing starts from me.
B: Watch my feet do the talking.
B: Welcome to the starting line.
The believer wins.
Belief is undefeatable.
Liu Xiang as the most expected sports hero in 2008 Olympics was motivated by his strong belief. He made one miracle after another even when people doubted him. Multimedia disruption event is prepared in Shanghai together with print, sticker, OOH and projection to celebrate the spirit of belief if he wins.
If Liu Xiang didn't win, it was a good oppotunity to support our athletes and dimensionalize what Just Do it really means with the alternate line, Belief is undefeatable. Concept & Copywriting
AFTERWORK WORK Except for reading, movie, and sports, I spend my spare time on handmade bags, toys, wallets, clothes, ect. for fun and sell them in my friend's store. Design & Tailoring
- 1983.06.02, Beijing
- Journalism academy, Fudan University, Shanghai 2002-2006 - Wieden+Kennedy Shanghai 2005-2008
- 0086 13764356672 - [email protected] - www.cpluv.com/yusi
NIKE BEIJING CITY ATTACK CAMPAIGN Epic street ball tournament to unearth the best young ballers in Beijing was held in 2007 spring. Only the most Baqi of ballers made it to the final inside the walls of the Forbidden City. Preliminary games were played around the Forbidden City gates, hence the title of the tournament, ‘The Battle of the 9 Gates’. Communications were devised by inspiration from the capital’s imperial heritage, street ball culture and the arrogant Baqi style of Beijing basketball. The campaign incorporated multi-media spanning from recruitment drives to artist-collaborations, music video, and post-final celebrations. Concepti & Copywriting
NIKE BEIJING CITY ATTACK DIGITAL Five rotating gates were built under the theme of empiral basketball calling kids to join the big game and get updated about the event. Copywriting
NIKE BEIJING CITY ATTACK MV MC Webber from Beijing, the Chinese pioneer MC was invited to make hip hop song for the MV directed by Tony Petrossian. Concepti & Copywriting
NIKE BEIJING CITY ATTACK EVENT Beijing's young masters were represented with a fusion of basketball iconography and traditional Chinese culture for the Nike tournament. Concepti & Copywriting
No opponet has seen my face.
There is no lose in my dictionary.
My feet don't have any brake.
I lost my shadow in last race.
You didn't grow your legs at the time when I ran through Beijing.
Drink a cup of tea after the race and wait for you at the finish line..
It is my shame to run no.2 being an elite.
I hip hop (tease) you from the starting point to the finish line.
NIKE BEIJING MARATHON 2007 CAMPAIGN Using the insight that Beijingers take pride in their trash talk humor, we made a campaign which pushed Beijingers to run instead of just talk. The posters portrayed different characters with unique Beijing voices. light-hearted, and motivational. Runners received challenges throughout Beijing by OOH, print, and digital. Nike+ experience was provided at gyms and universities in grass roots events for runners to train for the marathon. With Beijing Race Real t-shirts, flags, banners, etc. Nike dominated the race day as an unofficial sponsor. Concept & Copywriting
20/10, Beijing race real.
NIKE BEIJING MARATHON DIGITAL By talking big and customizing postcards, you can challenge friends to race real with you onine. Meanwhile a marathon route viral was made in the Beijing humour to give runners tips for the race day. Concept & Copywriting
NIKE BEIJING MARATHON BUS Buses were wrapped up inside-out which created great impact in Beijing. Concept & Copywriting
NIKE BEIJING MARATHON POSTCARDS 3 postcards introduced running routes in Beijing for 8km, 21km and 42km runners to train for the game. Concept & Copywriting
NIKE JDI 2007 CAMPAIGN The first Chinese JDI Campaign told the 80s generation's sports stories in a book of posters, short films and website.
NIKE JDI 2007 CAMPAIGN DOCUMENTARY 2 weeks-long event with daily videos and dairies are updated by 4 rollerblader boys skating across the Xin Jiang Desert which inspired kids to go out for their JDI stories.
NIKE ASIACUP 2007 Taking Ronaldinio as the inspiration for Chinese football youths, training tips were given during Asia Cup 2007 by print, OOH and website. Concept & Copywriting
Where is the next Ronaldinho?
Practice one touch play.
Prepare your feet for any direction.
Draw a Ronaldinhostyle Curve.
Training time is always game time.
Chip, dribble, stop, pass, kiss, fake, rub, stick, master.
My feet never show mercy.
Be 10.
NIKEWOMEN 2007 CAMPAIGN Except adaptation, i Diary was created for young women to express themselves in sports. Adaptation, Concept & Copywriting
NIKEWOMEN 2008 CAMPAIGN OOH, print, gym attack and bookmark give-away showed women a new perspective of doing sports: love. Adaptation, Concept & Copywriting
Not the next, the first.
NIKE LEBRON JAMES 2006 CAMPAIGN Kids took 'Not the next, the first' as their own statement in China. Inspired by Guerilla Research Lab's work, animation of LeBron logo being spraypainted upon a wall was projected on Shanghai buildings for the shoes' launch. Concept & Copywriting
NIKE LEBRON JAMES 2007 CAMPAIGN LeBron's glory history was told by TVC, print and OOH. Adaptation & Copywriting
NIKE LEBRON JAMES 2007 CAMPAIGN LeBron China colorway limited edition was launched by print, OOH and lace fence of LBJ logo on basketball courts using the technique developed by Joep Verhoeven from Holland. Concept & Copywriting
AIR ZOOM LEBRON V China Colorway 10/17 Entitle the king by the battle boots
STARBUCKS 2006 CNY CAMPAIGN Chinese New Year was celebrated by Starbucks in a modern way. Concept & Copywriting
STARBUCKS 2007 MID AUTUMN CAMPAIGN The Mid Autumn day was marked in Starbucks print and packaging with praphic inspired by the moon. Concept & Copywriting
SHANGHAI XTD113 LEASING MATERIAL XTD113 as an upcoming fashion center in Shanghai invites potential international tenants by its unique leasing material. Besides brochure, tins with gifts inside presenting each theme of the four floors. Concept & Copywriting
WYBOROWA W CAMPAIGN Introducing Wyborowa vodka to China, W is interpreted in Chinese pinyin and characters starting with W, Wyborowa language is created introducing the real night life. Concept & Copywriting
CHIVAS 25 PARTY GIVE-AWAY With artworks from international artists printed on ceramic, the unique bottle packagings were made as an exclusive gift for Chivas 25 party VIPs . Concept & Art direction
NIKE ASIA GAMES 2007 Jump website shared Nike Chinese golden athletes' jump stories and inspired kids to make their jumps and breakthroughs in sports during Asia Games. Concept & Copywriting
CONVERSE ANTI-SPORT CAMPAIGN During Olympics 2008, Converse embraced a new way of doing sports: do it in your fun way. 4 Chinese underground rock bands New Pants, Joyside, etc. were invited to show how to anti-sport on print, OOH, documentary and online. The 2 Chinese characters of sport are combined into one as a new icon for Converse Anti-sport. Concept & Copywriting
NOKIA SUPERNOVA SOMEBODY ELSE'S PHONE CAMPAIGN If you find my phone, will you look into it? We now give you a chance to dig into someone's life by looking into his/her lost phone. Episodes of three roles from London, Shanghai and L.A. are shown on www. somebodyelsesphone.com, where you can follow up their life secrets by checking 'real time' text messages, photos, videoclips, voicemails and contacts in their phones. Meanwhile, you can find them alive on facebook and interact with them. This is an experimental digital idea that provides audience new experience of products, where brand communication is integrated with entertainments. Screenwriting & Execution
NIKE OLYMPIC 2008 KOBE BASKETBALL DISCIPLES From tournament to campaign, Kobe Basketball Disciples is a grand integrated event before Olympics. After a series of eliminations, 12 top ballers were split into two teams and travel to LA to meet and train with Kobe Bryant. By Kobe's final elimination round, the remaining players returned to China for the championship on Beijing Dong Dan Court. Only the winners could be crowned the ultimate Basketball Disciples. The whole event was documented to TV show. TV episodes were supported by intergrated media including print, OOH, TVC and website. Concept & Copywriting
All the fit. None of the weight.
Faster breakes. Madder hops.
Challenge the limits of hangtime.
NIKE OLYMPIC 2008 INNOVATION CAMPAIGN The new products were launched through print, OOH and digital. To highlight the technological innovations behind the products, we utilize a combination of close-up shots and macro-photography, along with copy which calls out each of their unique benefits in a relevant way. Magazine case with flywire lines overlap the shoe image on magazine cover to present the new technique innovation in Hyper Dunk shoes. Concept & Copywriting
I am focus.
I am power.
I am effort.
NIKE OLYMPIC 2008 WHO ARE YOU CAMPAIGN Taking Nike's golden athletes' key strengths as their attributes, Nike inspire kids to dare to compete and define who they are in sports. Online interative platform was created to wrap up with TVC, print, OOH. Concept & Copywriting
I am relentlessness.
I am experience.
I am determination.
I am Zheng Jie. I am breakthrough. Who are you?
NIKE OLYMPIC 2008 WHO ARE YOU CAMPAIGN Before Olympics, Zheng Jie broke into top 4 in Wimbledon Opening 2008. To celebratee her breakthrough in Chinese tennis history, her ad was run the next day after her game on Sports Weekly. Concept & Copywriting
NIKE OLYMPIC 2008 BEAUTIFY BEIJING To address Nike's unique point of view on sports, four Chinese upcoming artists were invited to create Nike golden athletes' portraits and interpret their spirits in the language of art. The artworks were shown on billboards which dominated WFJ Street, one of key areas in Beijing during Olympics . Concept & Copywriting
NIKE OLYMPIC 2008 JDI CAMPAIGN Daily JDI competition and win ads are prepared for key Nike athletes to run across Sports Weekly newspaper and digital media in the event that these athletes bring home gold each night. Concept & Copywriting
Competition first. 'Friendship first, competition second' is taught in school as a game spirit and taken as a sport slogan in China. Now it is flipped on its head for Nike opening statement and the tone is set for the Games with a battle cry across print, TV and OOH communications. Copywriting
Front cover Back cover: Competition first.
F: 40 minutes. B: Every minute is overtime.
F: 08 27 2004, Argentina 89- USA 81. F: I don't want a gold. B: Nothing is more motivating than bronze. B: I want three.
F: Challenge the strongest. B: Become stronger.
F: Respect everyone. B: Fear no one.
F: 100m. B: Don't blink.
B: History is told in hundredth.
B: I only compete against myself.
B: You can only get this far by believing you can get further.
F: The stronger the opponent. B: The greater the victory.
F: 4x100m in 37.10s.
B: The world is accelerated by me.
F: It takes 42.195km to the podium. B: And only two steps to the top.
F: 2000, 2004, 2008.
B: My biography is written in fights.
F: People say you can't.
B: Power is weighed in pounds.
F: Brazil 3 - Agentina 0.
F: USA 118 - Spain 107.
F: 08 24 2008.
F: Just do it.
B: Until you prove you can.
B: I am not invincible, we are.
B: Chinese boxing starts from me.
B: Watch my feet do the talking.
B: Welcome to the starting line.
The believer wins.
Belief is undefeatable.
Liu Xiang as the most expected sports hero in 2008 Olympics was motivated by his strong belief. He made one miracle after another even when people doubted him. Multimedia disruption event is prepared in Shanghai together with print, sticker, OOH and projection to celebrate the spirit of belief if he wins.
If Liu Xiang didn't win, it was a good oppotunity to support our athletes and dimensionalize what Just Do it really means with the alternate line, Belief is undefeatable. Concept & Copywriting
AFTERWORK WORK Except for reading, movie, and sports, I spend my spare time on handmade bags, toys, wallets, clothes, ect. for fun and sell them in my friend's store. Design & Tailoring
