To establish a culture of improvisation amongst the Football Crazy Kids (FCKs) of Hong Kong. Improvisation is the rebirth of football with no limits. Football is played freely in parks, on street corners, school backyards, just about everywhere, everyday. It is a game to be carried out by those with creativity. By giving away the tapes at football pitches and playgrounds, JWT helped establish a brand new attitude for football game (such as location, rules, etc). In particular, they had aided and encouraged FCKs to set up their own courts to have fun with football anytime, anywhere. Nice Idea.

Agency: JWT, Hong Kong.