SITUATION
In 2002, the Chinese national soccer team entered the World Cup for the first time, fulfilling the dream of several generations of Chinese people for more than 40 years. Breaking the curse of the Asian team and stepping onto the world stage.
It marked the first and the only appearance of the Chinese team in the World Cup. It was a collective celebration for all Chinese people. Their joy and expectation cannot be described in words.
2002年，中國足球隊首次踢進世界杯足球賽，苦等了四十多年的中國隊，實現了幾代人的願望，終於衝出亞洲，首次站上世界杯的舞台。
那也是中國男足迄今為止唯一一次闖進世界杯，那是全體中國人的集體狂歡，還記得那時所有中國人的喜悅與期待。
Time flies, and 2002 seems to have become a distant memory. However, the passion for football is still as clear as yesterday. If history could start all over again, what would it be like?
The world has changed a lot in the past few years. Although our bodies are no longer young, our memories have not aged.
一晃眼整整16年過去，2002年彷彿是一個很遙遠的回憶了，但是一切又彷佛都只在昨日，如果歷史可以重來一次的話，又會是什麼樣的場景呢？
16年裡發生了許多改變，身體不再年輕，但記憶還未老去。
TASK
In 2018, Tencent Video just obtained the broadcast rights of FIFA in China for the first time, and planned to hold a warm-up match at the famous Hongkou Soccer Stadium in Shanghai one week before the start of the World Cup.
They invited the players and coaches of the Chinese soccer team in 2002, as well as other world-renowned retired soccer stars, to a classic match to rekindle the excitement of the 2002 World Cup.
2018年，首次拿下世界杯足球賽中國網路轉播權的騰訊視頻，計劃在世界杯開打前一週，於上海最知名的虹口足球場舉辦世界杯前暖身活動，邀請2002年當年的中國足球隊球員與教練，和其他同樣也退役的世界知名球星，來一場經典復刻對決，為當年的世界杯炒熱氣氛。
However, 16 years have passed, and the enthusiasm of Chinese fans for the World Cup is not as good as it was in 2002. Our task is to rekindle the public's passion for soccer and increase the interest of Chinese audiences. Our stage is not on the soccer field, but a 100-meter (328-foot) long billboard at the metro station next to the stadium.
It has a steady stream of people passing by everyday, and its location is hard to miss. But a considerable number of passers-by are not interested in soccer, or their passion for this sport has been forgotten.
不過16年的時光，已經讓中國球迷對世界杯不再像2002年那般充滿熱情。我們的任務，則是要炒熱2018年世界杯足球賽的熱潮、提高中國觀眾的興趣。而我們的舞台並不在足球場上，而是一塊長達100m（328fts）廣告牌，它座落在虹口足球場旁的同名地鐵站裡，有著相當絡繹不絕的人潮，以及顯眼的位置。
但往來的人群，很大一部分對足球並沒有興趣，或者說，他們的熱情已經被遺忘了。
ACTION
This is a very challenging task, especially for the Chinese national soccer team, which has not entered the World Cup for many years. To rekindle the Chinese audience's interest in soccer, it is necessary to have very precise insights and find the right audience.
2002 was the only year the Chinese national soccer team qualified for the World Cup, and every newspaper in China reported this glorious moment on the front page on the night they got their ticket. That night can be said to be the highest and hottest peak of Chinese football. So we thought of reconnecting with the 2002 audience and rekindling their enthusiasm.
這是非常不容易的任務，尤其多年來皆未打入世界杯的中國隊，要讓中國觀眾重燃起對足球的興趣，必須找到非常精準的切點，才能找到對的觀眾群。
2002年是唯一一次中國國家隊進入世界杯的一年，當時的中國隊取得入圍門票的那一晚，全中國的報章媒體都以頭版的方式報導那個榮耀瞬間，可以說那一晚就是中國足球最高最熱的頂峰。於是我們想到了：和2002年的觀眾重新對話，燃起他們的熱情。
We partnered with China's largest sports media, "Sports Weekly," to collect and print hundreds of news clippings from the glorious era of the Chinese soccer team between 2001 and 2002 through their database.
We manually pasted these clippings onto the billboard, then added illustrations on this board. The illustrations include portraits of 12 famous domestic and foreign soccer stars, along with recognizable news headlines and motivational words from that time, to create a nostalgic billboard that brings back memories of that era.
我們與中國最大的體育媒體《體育周刊》合作，透過他們的數據庫收集並印刷了數百篇中國足球隊在2001至2002年間輝煌歲月的新聞剪報。
我們將這些剪報手工粘貼到廣告燈箱版上，然後將廣告版再畫上插畫與文字，這些插畫中有著12位中外著名球星的畫像、與當時耳熟能詳的新聞標題和激勵文字，打造出一塊充滿懷舊回憶的廣告牌。
Details in Billboard (Rotate Your Device To View)
RESULT
Within two weeks of the billboard being released, many fans came to the scene to appreciate the billboard. Some of them even tore down clippings from the billboard as a souvenir, which led us to hire security to maintain the integrity of the ad.
On the night of the warm-up match, Tencent Video invited players and coaches to visit the billboard and took many photos full of memories.
在廣告牌上片的二週內，許多球迷與觀眾特別前往現場朝聖，甚至有球迷撕下剪報作為紀念，讓我們不得不雇用保全來維護廣告牌的完整。
復刻暖身比賽開打那晚，騰訊視頻邀請當年的球星與教練前往現場，並在現場簽名拍照。
Tencent Video successfully ignited the enthusiasm of viewers and fans for soccer. In the absence of the Chinese national soccer team, the online ratings of the World Cup that year still hit a record high.
The ad also sparked discussions among Chinese soccer fans about their expectations for the future of Chinese soccer. Even today, if people mention the 2002 World Cup, they will still think of the memories evoked by this billboard.
騰訊視頻成功喚起觀眾與球迷對足球的熱情，讓該年的網路轉播收視率打破紀錄，即使當年的中國隊沒有參賽。
世界杯後更因為這塊廣告牌，引發了許多中國足球迷對於中國足球期待的討論，網友們若是提起2002年的世界杯，也會說到這塊廣告牌勾起的回憶殺。
CHINESE VERSION CASE STUDY VIDEO
