How do you put an entire sport back on the map? That was Interbrand Japan's challenge with volleyball in Japan. The sport had become uninteresting and conservative, with investment declining. Volleyball needed a complete rethink, and the key was total commitment. V.LEAGUE had to look bold, confident, and in charge of its own destiny. So the agency used the game itself as its inspiration, deriving the campaign look from the players' intense passions, precise teamwork, energetic rhythms, and synchronized actions. The branding result celebrates movement and determination. For audiences, it declares that Japanese volleyball is a must-see sport: always out of the ordinary, and never less than world class.