Yu Sisi\’s creative copywriting portfolio from 2006 to 2012 including works for Nike, Nokia, Starbucks, Li Ning, Media Markt, InterContinental, etc.

1. 于斯斯
Yu Sisi
- Born in Beijing, 1983.06.02 - 0086 13764356672
- BA, Marketing, Journalism academy, Fudan University, 2002 - 2006 - yusisi@yusisi.net
- Creative / Copywriter, Wieden+Kennedy Shanghai, 2005 - 2008 - www.yusisi.net
- MA, New Media Study, Faculty of Humanities, Universiteit van Amsterdam, 2009 - 2010 - www.yusisi.net/blog
- Creative / PR , Dreams Factory Asia, 2010 - 2011 - weibo.com/dreamsfactory
- Creative / Copywriter, Leagas Delaney Shanghai, 2010 - 2011

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. 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. 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. 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. No opponet has ever seen my face. The word "lose" is not in my My feet don't have brakes. I lost my shadow in my last race. 20/10, Beijing race real.
vocabulary
You didn't grow your legs yet I will drink a cup of tea and wait for I am never No.2 either in school I hip hop (tease) you all the way
when I ran through Beijing. you at the finish line. or in the race. from the starting point to the finish
line.
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

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. 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
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

9. NIKEWOMEN 2007
Except adaptation, i Diary was created for young women to express themselves in sports.
Adaptation, Concept & Copy

10. NIKEWOMEN 2008
OOH, print, gym attack and bookmark give-away showed
women a new perspective for doing sports: love.
Adaptation, Concept & Copy

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. Not the next, the first.
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

13. NIKE LEBRON JAMES 2007
LeBron's glory story was told by TVC, print and OOH.
Adaptation & Copy

14. NIKE LEBRON JAMES 2007 AIR ZOOM LEBRON V China Colorway
LeBron China colorway limited edition was not only aunched by print, 10/17 Entitle the king by the battle boots
OOH but also the artistic lace fence of the LBJ logo by Joep Verhoeven
from Holland on basketball courts.
Concept & Copy

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. 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. 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. All the fit. None of the weight. Faster breakes. Madder hops. Challenge the limits of hangtime.
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

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. I am focus. I am power. I am effort. I am relentlessness. I am experience. I am determination.
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

21. I am Zheng Jie.
I am breakthrough.
Who are you?
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

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. 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. Front cover F: 40 minutes. F: Challenge the strongest. F: Respect everyone. F: 100m.
Back cover: Competition first. B: Every minute is overtime. B: Become stronger. B: Fear no one. B: Don't blink.
F: 08 27 2004, Argentina 89 - USA 81. F: I don't want a gold. B: History is told in hundredth. B: I only compete against myself. B: You can only get this far by believing you
B: Nothing is more motivating than bronze. B: I want three. can get further.

25. F: The stronger the opponent. F: It takes 42.195km to the podium. F: People say you can't. B: Power is weighed in pounds. F: Brazil 3 - Agentina 0.
B: The greater the victory. B: And only two steps to the top. B: Until you prove you can. B: Watch my feet to do the talking.
F: 4x100m in 37.10s. F: 2000, 2004, 2008. F: USA 1 - Spain 107.
18 F: 08 24 2008. F: Just do it.
B: The world is accelerated by me. B: My biography is written in fights. B: I am not invincible, we are. B: Chinese boxing starts from me. B: Welcome back to the starting line.

26. The believer wins. Belief is undefeatable.
Liu Xiang as the most expected sport hero in 2008 Olympics was motivated by his strong If Liu Xiang didn't win, we would still show our support and faith in him, which could
belief in himself. He made one miracle after another even when people doubted him. dimensionalize what 'Just Do it' really means with the alternate line, Belief is undefeatable.
Multimedia disruption event was prepared in Shanghai along with print, sticker, OOH and
projection to celebrate his spirit: the believer wins. Concept & Copy

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. 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. 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. STARBUCKS 2007 MID AUTUMN
The Mid Autumn day was marked in Starbucks print and packaging
with graphic inspired by the moon.
Concept & Copy

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. 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. 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. 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. 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. 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. 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. MEDIA MARKT PROMOTION 201 1
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
The bigger the size, the bigger the deal.
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 201 1
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.

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.
MEDIA MARKT NEW STORE OPENING 201 1h
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
After 26th February, you don't have to go out clubbing for single men.

40. After 22nd February, they quit. We ease your mind. After 22nd February, they left for home. We offer you a new home.
MEDIA MARKT 201 GUERRILLA ATTACK
1
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

41. I enjoy my life by unique experience, inspiring indulgence, and staying in InterContinental.
INTERCONTINENTAL 201 1
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.

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. 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. POSTCARD FOR WENCHUAN EARTHQUAKE The magnitude of the love quake: 8.0
One year after 12th May 2008, the deadly earth quake in Wenchuan of 2009. 05. 12
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

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 201 in Hamburg.
1
Modeling

46. AFTERWORK
Except for reading, watching movies, and doing sports, I spend
my spare time on handmade bags, toys, wallets, clothes, ect.
Design & Tailoring