Kobe Disciples

Our brief was to encourage greater basketball participation among youths in China even when that number was at an all-time high. The idea was to show them in order to be the best, you need to learn from the best. The campaign of Disciples is from the idea of Kobe being the hardest-working player in the NBA and the best mentor for aspiring basketball players across a nation of 1.3 billion. Players across the country were screened, selected, and flown out to Los Angles to be taught by Kobe. We turned their journey into a weekly broadcast mini-series on national television and online.