Product / ServiceSPORTSWEAR
CategoryD01. Integrated Campaign led by Promo & Activation
Advertising Agency TBWA\SHANGHAI, CHINA
Media Agency CARAT CHINA Shanghai, CHINA
Production Company SIX TOES Shanghai, CHINA


Name Company Position
Brian Swords TBWA Managing Director
Catherine Talpey TBWA Business Director
Kate McMullen TBWA Creative Director
Phyllis Yip TBWA Associate Planning Director
Patrick Tom TBWA Group Creative Director
Colin Lee TBWA Group Creative Director
Sam San TBWA Copywriter
Kenny Huang TBWA Art Director
May Wu TBWA Account Director
Ays Tan TBWA Agency Producer
Paul Geusebroek Director
Daniel Bouquet Director of Photography
Simon Millar adidas VP, Marketing & Merchandising
Mia Chen adidas Brand Communication Senior Director
Yoyo Hong adidas Brand Communication Manager
Anna Chan adidas Brand Communication Director
Mani RK Carat China MD, International Clients
Gordan Yap Carat China GM, Key Accounts
Lesley Cao Carat China Senior Planning Manager
August Liu Carat China Planning Supervisor

Brief Explanation

The campaign used a diverse range of activation and promotion tactics including TV, print, guerrilla stunts, digital and social engagement, roadshows, and events. All the activations and promotions were aimed at driving traffic to retail. On all channels, products were prominently featured with direct links to e-commerce and offline retail stores. Roadshows and events encouraged visitors to try products on-site.

The Brief

Challenge: adidas Originals had a perception problem. Despite being a major and well-recognized label, previous campaigns had failed to ignite the celebration of originality, the heart of the brand. Insight: Originals is a brand that celebrates street culture. However this conflicts with China’s cultural values of harmony and respect for authority. Traditions that teach people to follow norms rather than show who they really are. Strategy: Rally Chinese youth to embrace who they are, even the idiosycnracies they are judged for. The message was spread through the integrated use of guerilla, TV, digital and social engagement, social, roadshows and events.

Describe the success of the promotion with both client and consumer including some quantifiable results

Please refer to confidential information.

Explain why the method of promotion was most relevant to the product or service

#thisisme came to life through a 3 stage campaign, lasting 4 weeks in total. 1. Create Buzz – Guerrilla stencil art, supported by digital teaser ads and seeded by brand ambassadors including Fan Bing Bing & Eason Chan, well-known celebrities in China. 2. Empower Expression – Combine TVC, print & digital for scale. Use experiential to deliver immersive engagement and connect with interactive in-store experience. Underpin with an app to collate user-generated content. 3. Celebrate Creativity – Reward advocates with a finale party, broadcast across social channels and showcase a gallery of the best #thisisme submissions.