The Beijing Sports Radio campaign cleverly combines what the station does with its topic of interest. It takes the classic speech bubble and applies it to sport settings such as a boxing ring and tennis court. This illustrates the fact that Beijing Sports Radio covers athletic events. Although an overall simple concept, the execution is spectacular and conveys exactly what the print ads are all about without anyone having to ask any questions.
Created by Hong Kong-based ad agency Ogilvy & Mather, the Beijing Sports Radio campaign was post produced by A Thousand Eyes. Art directed by Alvin Lim, Sonny Tjahjadi, Jason Pan and Hubert Yeung, the ad campaign is fun and playful with a competitive edge.