Being original is about doing what comes naturally, no matter what anyone else thinks. It’s about being true to you. It’s about saying #thisisme# – and being proud of it. That’s what the heart of the new adidas Originals #thisisme# campaign.
On August 18, the #thisisme# TV commercial was released, and the entire adidas Originals family, including actress Fan Bingbing and the King of Asian Pop, Eason Chan – will be showcasing their #thisisme# moment throughout the campaign. Consumers will be encouraged to take part in the campaign to express their own personal #thisisme# story.
And to help express your #thisisme# moment, adidas Originals is introducing the latest members of its running family – ZX FLUX. From its unique silhouette to its diverse styling options, the ZX FLUX is unlike any other other adidas running shoe – innovating not just running technology but also design aesthetics and customization. This autumn, ZX FLUX will introduce surprising new prints and designs, including leopard prints, tree branch-based editions and reflective snakeskin prints, all of which perfectly demonstrate the originality of adidas Originals.
#thisisme# kicked off a teaser campaign starting July 28 on the streets of Shanghai and Beijing, where stencils featuring the #thisisme# hashtag were posted on street hot spots. On August 12, the campaign continues with a #thisisme# branded bus that will tour Beijing, Tianjin, Xi’an, Chengdu, Guangzhou, Hangzhou and Shanghai for seven weeks, boosting awareness of #thisisme# and the ZX FLUX. Users will be encouraged to take pictures on the bus for their #thisisme# portraits and post their images on social media such as Weibo and WeChat.
The #thisisme# concept and TVC were created by TBWA\Shanghai. The TVC launches nationwide on August 18 with the debut of the #thisisme# TVC – a vibrant, highly stylized spot shot on 35mm film by Dutch director Paul Geusebroek. It features the unique style of many China’s originals as well as multi-talented performers Eason Chan and Fan Bingbing.
This will coincide with the launch of the #thisisme# website thisisme.adidasevents.com, People who have the Originals’ blue DNA will be invited to express themselves by posting a #thisisme# portrait, detailing what makes them so unique – from how they wear their ZX FLUX to their own distinctive fashion, flavour or philosophy.
“#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.
Five lucky #thisisme# participants – those with the most originality and personality – will be chosen for a chance to shoot their own #thisisme# moment, which will be edited within the #thisisme# TV commercial and debut onsite at the #thisisme# Finale Party.
Taking place in Shanghai on September 25, attendees can expect the unexpected, in addition to celebrity appearances, special guests and plenty of other surprises.
Credits
Project name: #thisisme# adidas Originals Campaign
Agency: TBWA\Shanghai
Client: adidas China
Executive Creative Director: Colin Lee
Group Creative Director: Patrick Tom
Creative Director: 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
