| Title | IT'S ON ME FOR MY BROTHERHOOD |
| Brand | ADIDAS |
| Product / Service | ADIDAS BASKETBALL |
| Category | D03. Merchandising/In-store Marketing & Point of Purchase Displays |
| Entrant | TBWA\TEQUILA\HONG KONG, HONG KONG |
| Entrant Company: | TBWA\TEQUILA\HONG KONG, HONG KONG |
| DM/Advertising Agency: | TBWA\TEQUILA\HONG KONG, HONG KONG |
Credits | |
| Name | Company | Position |
|---|---|---|
| Mark Ringer | TBWA\ TEQIILA\ HONG KONG | Executive Creative Director |
| Kin Hui | TBWA\ TEQUILA\ HONG KONG | Creative Director |
| V Lau | TBWA\ TEQUILA\ HONG KONG | Art Director |
Basketball is a brotherhood. Each individual is responsible for doing his bit to strengthen the team as a whole. Players, therefore, should put on the strongest gear in order to strengthen his team because it’s on him also for his Brotherhood.
Since shooting is the most memorable scene of this campaign‘s TVC, the ambient pick shooter as an example to show a part as the whole sprit. What’s more, shooting is responded by shooter but score for his team. It matches with the message of “It’s on me for my Brotherhood“.
“It’s on me for my Brotherhood“ were developed for Adidas basketball based on the brotherhood philosophy. An escalator ambient was created to show this spirit, made use of the movement of the escalator‘s handing, a shooter keeps shooting like a shooting machine. Adidas is on him but for his brotherhood, help him to shoot and strengthen his team.
The ambient won an overwhelming success. Both the sale and awareness of the campaign also got a significant increase.