Objective was to inspire kids across China to play freely and out of the box, and get parents to be part of their play. It launched in line with Childrens Day on June 1st 2018.
The campaign was about kids equality and the movement to change societal impressions of what makes an athlete. In China kids are overprotected by their extended families, We want to remove the labels we put on kids and by doing this reveal the truly unlimited potential of kids in China.
A film as well as a WeChat H5 were launched to support the campaign.