Title | ALL IN FOR #MYGIRLS |
Brand | ADIDAS GREATER CHINA |
Product / Service | ADIDAS WOMEN CATEGORY |
Category | A09. Best Use of Music |
Entrant | SIX TOES Singapore, SINGAPORE |
Entrant Company | SIX TOES Singapore, SINGAPORE |
Advertising Agency | TBWA\SHANGHAI, CHINA |
Production Company | SIX TOES Singapore, SINGAPORE |
Production Company 2 | PULSE FILMS London, UNITED KINGDOM |
Name | Position |
---|---|
Edmund Choe | Executive Creative Director |
Dagmar Hoogland | Creative Director |
Sariyanti Sannie | Agency Producer |
Haydn Evans/Sariyanti Sannie/Neil Andrews | Producer |
Ben Newman | Director |
Thomas Grove Carter | Editor |
Massive Music | Sound Design/Arrangement |
Electric Theatre Collective | Post Production |
M.i.a | Music |
Steve Annis | Cinematographer |
Family Editing | Editing Company |
Colourist. The Mill. Aubrey Woodiwiss. | Other Credits |
While adidas Global was planning their own launch campaign of the S/S 2013 womens' wear, adidas China felt there was a need to create a separate campaign that was more specific and relevant for their China girls. In China, sport is less aggressive and competitive than in the West. Fun and the feeling of interaction in a group is very important. Sport is less hardcore, more playful. The passion, the team spirit or so called “sisterhood” are very important motives for Chinese girls to participate in sport and become part of a tribe. Next to this and on a personal level, the feeling of freedom and building up confidence through sports have been repeatedly communicated as a main reason to do sports. So while the raised heartbeat, the adrenaline and rush or kick one gets from doing sports is universal, we cannot deny the fact these things mentioned above will are essential in the Chinese markets to get girls excited for sport. So for our Chinese girls, sport must be repositioned as social and fun. Real action, real girls doing real sports and having fun doing it. Real, genuine fun. "All in for my Girls. What’s your tribe?"
We chose and licensed the track "M.I.A Bird Flu" for the adidas film as we liked the pace and energy it gave to the edit. It also had a tribal feeling to it that was very complimentary to the images and drove the edit as a whole. The female vocals also created a strong connection to the girls in each tribe. It was anthemic, fresh, original, not too aggressive with a strong drums / bass line. The track was used to do a 60" with 30" and 15" cut downs.