Anta seeks recognition with tie to China's Olympic hopes

Client: Anta

Agency: MullenLowe China

Markets: China

Name of campaign: 'Go Surprise Yourself’

Campaign scope: Television, online, out-of-home

Details:

Anta is the official partner of the China Olympic Committee and the maker of the Champion Dragon Suit that Chinese athletes will don during the Rio Olympics.

The campaign aims to send a powerful message of motivation to the athletes and demonstrate patriotism to the Chinese public. It blends pride in the past successes of Chinese athletes with the aspiration and determination to better those achievements in Rio. As Baiping Shen, chief strategy officer of MullenLowe China puts it, “Each era needs new heroes”, and the campaign emphasises the need for the current athletes to take on the mantle from their idols in winning glory for their country.

In addition to the TVC above, the campaign includes a compilation of exuberant, eye-catching photos of athletes, and a collection of vivid illustrations, again echoing the theme of celebrating China’s past sporting successes while aiming to fight harder and achieve even more in the future.

Campaign Asia-Pacific's comments:

The Olympics is the biggest sporting event to the Chinese people, especially given China’s success in Beijing in 2008; people hold a great deal of admiration for the athletes. By associating Anta with the drive, confidence and achievements of not only those who brought glory to China in the past but also those who aspire to excel in Rio, the campaign effectively ties Anta into a legacy of success. It’s a great piece of publicity that’s likely to raise the brand’s profile for a sustained period of time.

The TVC smartly features the Chinese Gymnastics Olympic Team, which is one of the country’s strongest teams and had extraordinary success in Beijing. Yet the two-part message is clear: it is about the athletes of this generation surpassing their predecessors. In this way, the campaign strikes a good balance between past and future—one that is likely to resonate with Chinese consumers.

CREDITS

Creative Director: Leo Liao/Iris Liu
Associate Creative Director: Tingjun Yu
Business Director: Loca Yuan
Account Director: Sue Lu
Senior Account Executive: Lucky Zhang
Agency Producer: Yimin Yang

TVC
Production Company: A New Life Films        
Director: Mario Zozin
Producer: Kelvin Mok/Min Ma
Line Producer: Winchey Zheng
DOP: Jann Doeppert
Editor: Matt Osborne
Post Production: Volt FX- Shanghai
Audio Post Production: Bottles Post Production  
Music: Sync Music Studio Shanghai
Mixing: Bottles Post Production