PROJECT_one in a billion
The entire country of China has one single timezone.
Think about that. That’s extreme conformity.
Kids are taught that success only happens when you follow the rules.
There’s no 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
The red bar over their eyes is a ‘Yi’, the chinese character for ‘one’.
some stills from the film:
CREATIVE DIRECTORS_ Matthew Carey + Wei Wei Dong
CREATIVES_ Ben Wiley + Tim Grover + Brandon Mai
DIRECTOR_ Max Malkin