PROJECT_one in a billion
china only has one time zone. think about that...
that’s extreme conformity.
kids are taught that success only happens when you follow the rules.
there’s no real room for creativity.
so we launched a campaign to inspire young athletes to break the mold.
there’s over a billion people in china. so just be you. be one in a billion
print// the red bar over their eyes is a ‘Yi’, the chinese character for ‘one’
some stills from the film:
CREATIVE DIRECTORS_ matthew carrey + wei wei dong
CREATIVES_ ben wiley + tim grover + brandon Mai
DIRECTOR_ max malkin