High School Basketball is about more than basketball. More than school pride. It’s a chance to represent everyone you know. And show other cities, regions, even the nation – what your home is all about. So for China’s biggest high school basketball event – CHBL (China High School Basketball League), we created a campaign to show how your home shapes you, and the way you hoop.
The anthem film highlighted the main theme “You Only CHBL Once”. And three city films featured teams from iconic cities across China: The spicy city Changsha, represented by Dizhi High School; The small city with big dreams Linhai, represented by Huipu High School; and the ancient city Beijing, represented by Tsinghua High School, who is determined to give the city’s honorable past some new blood.
The campaign also features key visuals, combining the players’ silhouettes with their hometown elements and spirit to reinforce the idea “Your Home Shapes You”.