McCann Worldgroup Hong Kong has won the Grand Prix for Design at Cannes for “Paper Battlefield”, a set of posters bringing to life the spirit of competition of the Nike Basketball League. The award follows the D&AD Design award earlier this month.
McCann were briefed by Nike to create a call-for-entry poster for the annual Nike Basketball League Competition, the most prestigious and competitive Basketball League in Hong Kong. The creative team literally translated the spirit of competition onto the posters. 350 posters were handmade by the players. Images of the top 10 players, each representing a unique skill, were turned into printing templates. Players were invited to a silkscreen workshop to print their image on top of each other. The posters became their battlefield. The random cross-printing became their battles. The printing process became the message.
Places for the Nike Basketball League quickly filled up, and the posters became one of the most sought-after Nike collectibles among the players’ community. More importantly, being their own creation, the posters meant more than just posters to the players. The creative process became an exclusive and unique experience shared only by them in their community.
The Battlefield design was developed at McCann Worldgroup, Causeway Bay, Hong Kong, by executive creative director Spencer Wong, creative consultant Nick Lim, creative director Terry Tsang, associate creative directors Chris Fong and Wong Wai, senior art director Cherry Yiu, art director Nicky Sun, print manager Michael Chan, and project consultant Paul Swee at Studio 13. Posters were photographed by U Hei Shing.