#thisisme# adidas Originals launches brand campaign

Client: Adidas China

Agency: TBWA\Shanghai

Market: China

Campaign scope: TV, social media

Press release quote: “#thisisme# reflects how the adidas originals brand truly connects to our Chinese consumers - we're not just another global campaign that has been translated into local language. #thisisme# is a locally developed campaign that is powerful and edgy and will get people talking,” said Simon Millar, the Brand Vice President, Sport Performance and Sport Style.

Comments: The campaign's effort to reach out and incorporate fans, choosing five #thisisme# participants for originality and personality, adds a dimension of localisation and authenticity to a highly stylised brand presentation.

CREDITS

ECD: Colin Lee
Group CD: Patrick Tom
CD: Kate McMullen
Art director: Kenny Huang
Copywriter: Sam San
Agency producer: Ays Tan
Business director: Catherine Talpey
Account director: May Wu
Planner: Phyllis Yip
Director: Paul Geusebroek
Director of photography: Daniel Bouquet
Production company: SixToes
Executive producers: Haydn Evans, Tony Tang
Producer: Sariyanti Sannie
Editor: Brian Ent
Audio production: Audentity Music & Sound
Post production: Technicolor Shanghai