Short List
Product / Service2016 OLYMPICS
CategoryE06. Co-Creation & User Generated Content
Media Placement CARAT Shanghai, CHINA
Production UIDWORKS Shanghai, CHINA


Name Company Position
Nils Andersson TBWA\SHANGHAI Asia Creative President & Greater China President and CCO
Ronnie Wu TBWA\SHANGHAI Executive Creative Director
Hao Liu TBWA\SHANGHAI Illustrator
Henry Soon TBWA\Shanghai Group Creative Director
How Wei Zhong TBWA\Shanghai Art Director
Alvin Lim TBWA\Shanghai Art Director
Di Ye TBWA\Shanghai Copywriter
Su-Yin Chong TBWA\Shanghai Copywriter
Zikai Lu TBWA\Shanghai Illustrator
Elaine Hui TBWA\Shanghai Business Director
Eden Lui TBWA\Shanghai Account Manager
Eden Lui TBWA\Shanghai Account Manager
Vicky Zhai TBWA\Shanghai Senior Account Executive
Arik Leeb TBWA\Shanghai Senior Planner
Elaine Huang TBWA\Shanghai Planner

The Campaign

Because we weren’t allowed to say a word about the Olympics, we found another way to speak. Inspired by watching volleyball players using hand signs to communicate within the team, we created our very own hand sign. We call it the Adidas 3 Fingers. Anyone could use it to cheer on the China Women’s Volleyball Team, who were participating in the Olympics. It was a clever way to connect with the team—as encouragement when they lost a game, or as motivation to drive them towards winning more games. Fans did the sign all over social media, and during the matches in Rio, spreading a hand sign created by a brand that wasn't an Olympics partner, during the Olympics.

Creative Execution

Every step of the way—from introducing the hand sign to cheering the team on with every match—Adidas created relevant content posts to stay on top of the conversation. We created original artwork that was shared throughout social media to encourage, motivate, and inspire. Each artwork is uniquely designed by different artists, capturing not only the excitement before each game, but also the exhilaration of every win and hope with each loss.

There were 221,523,736 media impressions, 330 million social media views, 75 million celebrity video impressions and 149,000 user engagement. The team went on to win their first gold in 12 years. All the while, we remained an unofficial sponsor, who hadn't said a work about the olympics.

After we created the Adidas 3 Fingers, the China Women’s Volleyball Team took to social media and introduced the hand sign to the fans. We leveraged on the players and KOLs to encourage fans to show support for the China team. Adidas rallied for support from the fans, inspiring user generated content before and after each match. Throughout the entire journey until the finals, Adidas reacted with content posts for every situation along the way, making sure to stay on top of the conversation. When China won Gold, the hand sign was seen on a multitude of fans, all over social media, and even gracing the Shanghai skyline.


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