Background
Busan is competing against global cities like Rome in Italy and Riyadh in Saudi Arabia to hold a global expo in 2030. We all know what Rome stands for, and Riyadh is being highlighted since we have the world cup in their neighboring country Qatar.

Insight
Having that said, how do we convince people to have Busan host the next expo? And how do we create an instant buzz, as an underdog? We found out the first Nike Air Jordans were made in Busan. That’s right. The first batches of Air Jordans were made in Busan because of their incredible craft skills.

Idea
So we are building a campaign using this story to excite the young generations and reward them with their favorite kicks.