|Product / Service||SPORTSWEAR|
|Category||D01. Integrated Campaign led by Promo & Activation|
|Entrant Company||TBWA\SHANGHAI, CHINA|
|Advertising Agency||TBWA\SHANGHAI, CHINA|
|Media Agency||CARAT CHINA Shanghai, CHINA|
|Production Company||SIX TOES Shanghai, CHINA|
|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|
|Kenny Huang||TBWA||Art Director|
|May Wu||TBWA||Account Director|
|Ays Tan||TBWA||Agency Producer|
|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|
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.
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.
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#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.