TBWA\Shanghai launches new adidas campaign

TBWA\Shanghai is behind the release of the new adidas Originals #thisisme# campaign.

In the campaign the entire adidas Originals family, including actress Fan Bingbing and the King of Asian Pop, Eason Chan – showcase their #thisisme# moment throughout the campaign. Consumers are encouraged to take part in the campaign to express their own personal #thisisme# story.

#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 TVC launched nationwide on August 18. It’s 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.

VIEW THE SPOT

This will coincide with the launch of the #thisisme# website

“#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 on September 25th.