Yusisi portfolio


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Yusisi portfolio

  1. 1. Yu Sisi - Born in Beijing, 1983.06.02 - BA, Marketing, Journalism academy, Fudan University, 2002 - 2006 - Creative / Copywriter, Wieden+Kennedy Shanghai, 2005 - 2008 - MA, New Media Study, Faculty of Humanities, Universiteit van Amsterdam, 2009 - 2010 - Creative / PR , Dreams Factory Asia, 2010 - 2011 - Creative / Copywriter, Leagas Delaney Shanghai, 2010 - 2011 于斯斯 - 0086 13764356672 - yusisi@yusisi.net - www.yusisi.net - www.yusisi.net/blog - weibo.com/dreamsfactory
  2. 2. NIKE JDI 2007 To introduce Just Do It to China youth officially, the first Chinese JDI Campaign told the authentic sports stories of the 80s generation in a book of posters, short films and website. Copy
  3. 3. NIKE JDI 2007 DOCUMENTARY As the key story for JDI campaign, we followed four rollerbladers entire skating journey across the biggest desert in Xin Jiang. The two-weeks documentary was reported by daily videos and dairies online. Copy
  4. 4. NIKE BEIJING CITY ATTACK The 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. Concept & Copy
  5. 5. NIKE BEIJING CITY ATTACK MINI-SITE Five rotating gates were built under the theme of empiral basketball calling kids to join the tournament and follow up the event. Concept & Copy NIKE BEIJING CITY ATTACK MV MC Webber from Beijing, the Chinese pioneer MC has made the first Chinese basketball-theme hip hop song for the MV directed by Tony Petrossian. Lyrics NIKE BEIJING CITY ATTACK EVENT Beijing's young masters were represented with a fusion of basketball iconography and traditional Chinese cultural elements. Concept & Copy
  6. 6. NIKE BEIJING MARATHON 2007 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 various characters in the unique Beijing voices. Runners received the light-hearted but motivational 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 & Copy No opponet has ever seen my face. The word "lose" is not in my vocabulary My feet don't have brakes. I lost my shadow in my last race. 20/10, Beijing race real. You didn't grow your legs yet when I ran through Beijing. I will drink a cup of tea and wait for you at the finish line. I am never No.2 either in school or in the race. I hip hop (tease) you all the way from the starting point to the finish line.
  7. 7. NIKE BEIJING MARATHON DIGITAL We let users to do trash talk online to create their marathon postcards and challenge their friends to the real race. The marathon route viral was made with practical tips and humourous trash talk for runners' preparation of the race day. NIKE BEIJING MARATHON BUS Buses were wrapped up inside-out with the campaign visuals and messages, which created buzz and impact over Beijing. NIKE BEIJING MARATHON POSTCARD Three versions of postcards have dedicated 8km, 21km and 42km running routes to runners to train for their marathon in Beijing.
  8. 8. NIKE BEIJING MARATHON 2008 In 2008 Beijing marathon took place after Olympic Games. We encouraged runners to fully enjoy the renewed city during their training and the race. Copy The new Beijing Is My Racetrack Jog along Chang An Street Adjust my pace to the landscape Follow my own rhythm or follow the opponents Run horizontally and vertically The new Beijing is my racetrack
  9. 9. NIKEWOMEN 2007 Except adaptation, i Diary was created for young women to express themselves in sports. Adaptation, Concept & Copy
  10. 10. NIKEWOMEN 2008 OOH, print, gym attack and bookmark give-away showed women a new perspective for doing sports: love. Adaptation, Concept & Copy
  11. 11. NIKEWOMEN 2009 Unlike the normal celebrity Nike ads, in this Be Transformed campaign we built a fully interactive program. One of the most popular blogger Chunxiao, the top model, singer and trend setter was chosen to take one month sports + dance training. Each of her classes was documented and uploaded on her blog at real time. She shared her feelings and tips with her fans by blogposts and sms that users can subscribe. Fans who were inspired by her could also be transformed by attending Nike's online training camp. Concept, Screenplay & Copy
  12. 12. NIKE LEBRON JAMES 2006 After this campaign, kids in China took 'Not the next, the first' as their own statement on sports. Inspired by Guerilla Research Lab's work, we had the animation of LeBron logo spraypainted upon a wall to be projected on Shanghai buildings for the launch of the LBJ shoes. Concept & Copy Not the next, the first.
  13. 13. NIKE LEBRON JAMES 2007 LeBron's glory story was told by TVC, print and OOH. Adaptation & Copy
  14. 14. NIKE LEBRON JAMES 2007 LeBron China colorway limited edition was not only aunched by print, OOH but also the artistic lace fence of the LBJ logo by Joep Verhoeven from Holland on basketball courts. Concept & Copy AIR ZOOM LEBRON V China Colorway 10/17 Entitle the king by the battle boots
  15. 15. NIKE ASIACUP 2007 Taking Ronaldinio as the inspiration for Chinese football youths during Asia Cup 2007, we gave training tools to help kids play like Ronaldinio by print, OOH and online games. Concept & Copy
  16. 16. Where is the next Ronaldinho? Prepare your feet for any direction. Every training is a real game.. Chip, dribble, stop, pass, kiss, fake, rub, stick, and master. Practice one touch play. Draw a Ronaldinho-style curve. My feet never show mercy. Be 10.
  17. 17. NIKE ASIA GAMES 2007 Jump, simply a movement, however, is the foundation of all sports. Moreover, Jump is an expression. To embrace the jump, we built the mini-site to share the Chinese golden athletes' jump stories and inspire kids to make theirs by sports. Concept & Copy
  18. 18. NIKE OLYMPIC 2008 INNOVATION The new products with the top technology were launched before Olympic through print, OOH and digital. To highlight the technological innovations, we utilized a combination of close-up shots and macro-photography. The magazine case with lines overlapping the shoe image on magazine cover to introduce the new flywire technology in Hyper Dunk shoes. Concept & Copy All the fit. None of the weight. Faster breakes. Madder hops. Challenge the limits of hangtime.
  19. 19. NIKE OLYMPIC 2008 KOBE BASKETBALL DISCIPLES From the tournament to the ad campaign, Kobe Basketball Disciples is a grand integrated brand communication before the Olympic Games. After a series of eliminations, 12 top ballers split into two teams have traveled to LA to train with their master, Kobe Bryant. After Kobe's final elimination, the chosen players returned China to have the final battlle on the Dong Dan Court in Beijing. Only the winners could be crowned the ultimate Basketball Disciples. The entire event was documented and made into a TV show. The episodes were supported by intergrated media including print, OOH, TVC and online. Concept & Copy
  20. 20. NIKE OLYMPIC 2008 WHO ARE YOU CAMPAIGN Taking Nike's golden athletes' key strengths as their attributes, Nike has inspired kids to dare to compete and define who they are by sports. Online platform was created to interact with kids besides TVC, print, and OOH. Concept & Copy I am focus. I am power. I am effort. I am relentlessness. I am experience. I am determination.
  21. 21. NIKE OLYMPIC 2008 WHO ARE YOU CAMPAIGN Before the Olympic Games, Zheng Jie broke into top 4 in Wimbledon Opening 2008. To celebrate her breakthrough for the Chinese tennis history, this ad was made in hours to run on Sports Weekly the next day after her game. Concept & Copy I am Zheng Jie. I am breakthrough. Who are you?
  22. 22. Competition first. 'Friendship first, competition second' has always been taught to kids in school as the traditional value and taken as a well-known slogan for sports events in China. However, in the Olympic Games 2008, this phrase is flipped on its head: Competition first. As Nike's opening statement, it has set the relentless tone for the games with a battle cry.. Concept & Copy
  23. 23. NIKE OLYMPIC 2008 JDI CAMPAIGN During the Olympic Games we have focused on our athletes by creating their sport portraits with their diverse competition manifesto. After the games we celebrated their victory in their individual tone and voice. The ads have instantly run across Sports Weekly and online platforms according to athletes' performance. Concept & Copy
  24. 24. Front cover Back cover: Competition first. F: Challenge the strongest. B: Become stronger. F: Respect everyone. B: Fear no one. F: 40 minutes. B: Every minute is overtime. F: 100m. B: Don't blink. F: 08 27 2004, Argentina 89 - USA 81. B: Nothing is more motivating than bronze. F: I don't want a gold. B: I want three. 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.
  25. 25. F: The stronger the opponent. B: The greater the victory. F: It takes 42.195km to the podium. B: And only two steps to the top. F: People say you can't. B: Until you prove you can. B: Power is weighed in pounds. F: Brazil 3 - Agentina 0. B: Watch my feet to do the talking. F: 4x100m in 37.10s. B: The world is accelerated by me. F: 2000, 2004, 2008. B: My biography is written in fights. F: USA 118 - Spain 107. B: I am not invincible, we are. F: 08 24 2008. B: Chinese boxing starts from me. F: Just do it. B: Welcome back to the starting line.
  26. 26. The believer wins. Liu Xiang as the most expected sport hero in 2008 Olympics was motivated by his strong belief in himself. He made one miracle after another even when people doubted him. Multimedia disruption event was prepared in Shanghai along with print, sticker, OOH and projection to celebrate his spirit: the believer wins. Belief is undefeatable. If Liu Xiang didn't win, we would still show our support and faith in him, which could dimensionalize what 'Just Do it' really means with the alternate line, Belief is undefeatable. Concept & Copy
  27. 27. NIKE OLYMPIC 2008 BEAUTIFY BEIJING To address Nike's unique point of view on sports, four Chinese upcoming artists have used their art to interpret each of the golden athletes' unique spirits. The artworks were shown on billboards, which has dominated WFJ Street, the center area of Beijing during the Olympic Games . Concept & Copy
  28. 28. STARBUCKS 2006 MID AUTUMN When mooncake became the speciality of Starbucks in Chinese market, we've created the romantic atmosphere through poetic phrasing. Concept & Copy
  29. 29. STARBUCKS 2006 CNY Without sacrificing the joy and the essence of Chinese New Year, we had it celebrated it in a Starbucks way. Concept & Copy
  30. 30. STARBUCKS 2007 MID AUTUMN The Mid Autumn day was marked in Starbucks print and packaging with graphic inspired by the moon. Concept & Copy
  31. 31. XIN TIAN DI STYLE LEASING MATERIAL As a new fashion center in Shanghai, XTD Style had sent the potential tenants exquisite invitations: tins of gifts presenting its various themes of each floor. Concept & Copy
  32. 32. WYBOROWA W CAMPAIGN To introduce Wyborowa vodka to China, we brought W alive. W was interpreted by the characters starting with W in Pinyin, such as 我(wo, me), 玩(wan, play), 晚(wan, night), and 味(wei, taste). We named it the Wyborowa language that tells you what is the real night life. Concept & Copy
  33. 33. CHIVAS 25 PARTY PREMIUM GIFT With artworks from international artists printed on ceramic bottles, the unique Chivas packaging collection was made as an exclusive gift for Chivas 25 party VIPs . Concept & Art direction
  34. 34. 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 LA are shown on www. somebodyelsesphone.com, where you can follow up their secrets by checking 'real time' text messages, photos, videoclips, voicemails and contacts in their phones. Meanwhile, you can even find them alive on facebook and interact with them. This is an experimental digital idea that provides audience a new experience, where brand communication is integrated with entertainments. Concept & Screenplay
  35. 35. CONVERSE ANTI-SPORT CAMPAIGN During the Olympic Games 2008, Converse has invited four Chinese underground rock bands including New Pants and Joyside to show how they do sports in their fun and un-traditional way. The new urban 'sports' were celebrated on print, OOH, documentary and SNS. “运动”, the two Chinese characters of 'sport' are combined into one as a new icon for Converse Anti-sport. Concept & Copy
  36. 36. LI NING BASKETBALL YQLQ CAMPAIGN 2012 An integrated campaign on behalf of Li-Ning Basketball, anchored by an animated five part web film series, was launched in 2012. The films have featured Baron Davis, Evan Turner, Zhang Bo, and He Tianju as they take on an epic journey to learn the true meaning behind the basketball through the Li-Ning philosophy -- "Yi Qiang Li Qiang" (You Stronger Makes Me Stronger). Each film also highlights 2 primary styles of play and signature product lines, "Yi" and "Kuang", which along with YQLQ help these heroes come into their own as players. Screenplay & Copy
  37. 37. LI NING BASKETBALL YQLQ CAMPAIGN 2012 Each animated film of YQLQ highlights 2 primary styles of play and signature product lines, "Yi" and "Kuang", which along with YQLQ help these heroes come into their own as players. Copy
  38. 38. MEDIA MARKT PROMOTION 2011 To drive the television sales, we communicated with the consumers in a fun way: come exchange the new with the old; the bigger the size, the better the deal. Concept & Copy MEDIA MARKT CNY 2012 It is a tradition during Chinese New Year to have a haircut, which indicates a brand new start. We used this as the selling point of the CNY big sale that if a shopper dares to have a funky new hair cut in Media Markt, he can win 200RMB off in store. Concept & Copy MEDIA MARKT RETAIL 2011 Media Markt is famous for low price and wide assortment. We've created the strong tagline to strengthen our positioning and USP. Copy Compare the price. Compare the goods. You will find there is nothing to compare. The bigger the size, the bigger the deal.
  39. 39. After 26th February, you shop more than your wife. After 26th February, it is so easy to boot lick your mother in law. After 26th February, it is harder to find tricycle than taxi on Jin Ziu Road. After 26th February, your old lady no longer complain about your pension. After 26th February, you don't have to go out clubbing for single men. MEDIA MARKT NEW STORE OPENING 2011h Unlike usual retailer, Media Markt allowed us to have a unique voice for their ads. By utilizing social taboos in edgy context, we created the opening campaign based on the integration of local insights and hilarious visuals Concept & Copy
  40. 40. MEDIA MARKT 2011 GUERRILLA ATTACK As Best Buy announced their redraw from the China market on February 22nd, we took immediate actions to make sure people shall be aware they still have at least one consumer electronics retailer offering international standards. In the quick response on the next day after Best Buy quite China, we spread the news that Media Markt would take over the warranty and repair service for the needs of the previous Best Buy customers. Furthermore, we made the unusual recruitment ad inviting employees of Best Buy to join Media Markt. The teasing yet controversial communications have soon become a hot topic in town. Being a new brand in China, Media Markt has gained wide recognition over night. Concept & Copy After 22nd February, they quit. We ease your mind. After 22nd February, they left for home. We offer you a new home.
  41. 41. INTERCONTINENTAL 2011 The communication of InterContinental Hotel focuses on the world of knowledge and the heritage of luxury. Rather than providing the best hotel experience, InterContinental is sharing the sophisticated lifestyle that both the wedding and San Ya prints advocate. Concept & Copy The honeymoon already begins before you take off the wedding gown. I enjoy my life by unique experience, inspiring indulgence, and staying in InterContinental.
  42. 42. DREAMS BANK Our photography studio Dreams Factory Asia was built based on the passion for photography. Therefore we created the Dreams Bank as our gift for friends and clients as a reminder to work on their passions. The Dreams Bank was designed by me and handmade in Jing De Zhen, the capital of porcelain in China. There were four colors: gold, silver, white and jade. Concept, Art direction, Design & Copy
  43. 43. CENTRAL STUDIOS NAMING The photography full service workshop Central Studios is based at the center of Shanghai with large scale of space and premium service. The Chinese name was given to demonstrate its key strengths in a beautiful look and feel. 奂 means grand / center / divine; 镜 means lens. The word means grand central space for photography. 奂镜 is homophonous with the word 幻境 meaning dreamland. Naming
  44. 44. POSTCARD FOR WENCHUAN EARTHQUAKE One year after 12th May 2008, the deadly earth quake in Wenchuan of Sichuan Province, we made the postcard to memorize the national day of mourning. On the picture we showed the re-construction of Wenchuan to embrace the power of love behind it. The postcards were distributed in Shanghai in 2009. Concept & Copy The magnitude of the love quake: 8.0 2009. 05. 12
  45. 45. AFTERWORK Though it is not my primary profession, I enjoy modeling. This is the "Love Story" series I did for Schwarzkopf Professional: Essential Look 2011in Hamburg. Modeling
  46. 46. AFTERWORK Except for reading, watching movies, and doing sports, I spend my spare time on handmade bags, toys, wallets, clothes, ect. Design & Tailoring