• Loading…


Award: Wood Pencil

Wood Pencil / Illustration / Illustration for Press & Poster Advertising / 2011

Qiaodan Sports was popular in China, but facing a crisis of brand aging. In 2010, the brand was badly in need of reshaping. After investigation, we discovered the relationship between our brand belief and the spirit of sport. So we initiated a campaign of advertising with the theme ‘Beyond yourself’. The advertising illustrated the simultaneously arduous and exhilarating experience of consumers challenging and recreating themselves. The campaign was released on outdoor and print media in cities in China; it successfully struck a chord with customers and built efficient communication between them and the brand.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again