SHANGHAI – For the second year in a row, TBWA\Shanghai has created a new integrated campaign to support the adidas Women’s ‘all in for my girls’ platform in China, which includes TVC, print, OOH, PR, digital, retail and activation.
The initial campaign, which garnered a Gold Effie, first introduced the idea of sisterhood and how sports for young Chinese women can be fun, playful and social without having to be too competitive. The new direction evolves the campaign even further. The concept, ‘TGIF’ (Thank God it’s Friday), depicts various sister groups looking forward to kicking off the weekend with a little fun doing sports.
The new ‘all in for my girls’ campaign launched officially on March 1 across mainland China, and included an exclusive launch event in Shanghai on February 28.
FULL CREDITS:
Title: TGIF
Creative Agency: TBWA\Shanghai
Client: adidas China
Group Creative Director: Patrick Tom
Creative Director: Kate McMullen
Associate Creative Director: Jordan Dong
Senior Art Director: Kenny Huang
Art Director: Idium Duan
Copywriter: Sam San, Shuang Zhang, Patrick Tom
Agency producer: Krystie Koh, Pearl Tan
Managing Director: Brian Swords
Business Director: Catherine Talpey
Account Management: Julia Bian, Ken Wang
adidas China Team: Jens Meyer (VP Marketing Sport Performance), Ruby Chiu (Brand Marketing Director, Sport Performance), Monerie Ning, (Brand Manager, Womens & Training)
Media Team: Rohan Lightfoot, Gordan Yap
Director: Bruce Hunt
Production company: Radical Media
DOP: Sebastian Wintero Hansen (Denmark)
Production Designer: Colin Taplin (Berlin)
Executive producer: Chris Tsao
Assistant producer: Jia shijun, Yiwei Yang
Offline Editor: Martin Leroy (Brussels)
Post production: Volt FX Shanghai
Telecine: Nick Barton, Zuzu Shanghai
Music: The Battles
FAD: Alan Finlay (Berlin), Patty Tsai (Taiwan)
Photographer: Miko Lim
Production company: Bloc Productions China
Producer: Sion Millet
Retouching: Patrick Lim/Craft Productions
Category / Exposure: TV, Print, Outdoor, Digital
Territories: Greater China
