Lebron MVP Mandala

Towards the end of the ‘09 NBA Season, it was apparent that Lebron James was going to take home the honors of being the league’s MVP. This was a huge opportunity to further LBJ’s popularity among the basketball culture in China.

We continued the already established campaign “Bring everything you’ve got” that was based on the six parts of Lebron’s game. The six parts of his game inspired the idea of creating a modern Mandala, crowning LBJ as the new emperor... King of Kings.

The Mandala is a Buddhist religious icon that depicts the different parts one’s being that makes the whole. This idea fit perfectly with Lebron. What was intended to be a single ad quickstrike in one publication, turned into a national campaign above and below the line (Digital, National Publications, OOH and city wide projections)