GYMNASTIC

Short List
TitleGYMNASTIC
ClientSEMIR
Product / ServiceSEMIR
CategoryA04. TV - Best Use of Film Direction
EntrantOGILVY SHANGHAI, CHINA
Entrant Company:OGILVY SHANGHAI, CHINA
Advertising Agency:OGILVY SHANGHAI, CHINA
Production Company:PHENOMENA Bangkok, THAILAND

Credits

Brief Explanation

In the run up towards the 2008 Beijing Olympic Games, many clothing brands jumped on the "Higher, Swifter, Stronger" bandwagon. This cluttered the media with boring, repetitive advertising, as every advertiser is saying the same thing, at the same time. Semir however, took a totally different approach. They distinguished themselves from other brands with a unique expression: "I suck at sports, but I look good", which really impressed its relevant audience with its young, bold, and humourous honesty.