Adidas and TBWA\Shanghai launch new campaign for womens ‘all in for my girls’ platform
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.
Credits – Group Creative Director: Patrick Tom. Creative Director: Kate McMullen. Associate Creative Director: Jordan Dong. Senior Art Director: Kenny Huang. Art Director: Idium Duan. Copywriters: 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 – VP Marketing Sport Performance: Jens Meyer. Brand Marketing Director, Sport Performance: Ruby Chiu. Brand Manager, Womens & Training: Monerie Ning. 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.