Anta and MullenLowe boost the morale of China’s Rio Olympic Team with encouraging messages
As the Olympic games draw closer, Anta and MullenLowe China have launched a new campaign “Go Surprise Yourself” for the Chinese Olympic team’s show in Rio.
It needs no more word to describe the importance of the Olympic games to sportsmen and sportswomen. The Rio Olympics means more to Chinese sport. As a shining stage, it will present the new generation of China sport stars, who will inherit their idols’ mission of winning glory for the nation, and break the golden generation’s records. As the official partner of the China Olympic Committee, Anta will provide powerful support to 24 China Olympic teams, fight by their side and share the winners’ glory.
“Shining in a competition is the result of a group effort. Those former sport stars once fought with their team and created a golden time. But each era needs new heroes. At the Rio Olympics in 2016, the young generation is destined to surprise everyone. So we focus on the young generation. Confident, driven and diligent, they will form a whole new team. This will happen to the whole new generation, not only in sports. We believe the young will keep moving, and China will as well,” said Baiping Shen, Chief Strategy Officer of MullenLowe China.
“Our idea is created on a macro scale. The sun differs every day, and idols change in different eras. The sports new generation proudly makes an announcement that they will salute their idols by breaking old records and excelling them. That’s why we use exploding colored powder to show the tension and visualize the courage of the young generation,” said Iris Liu, Creative Director of MullenLowe China.
Major Zhu, Head of Marketing of Anta said, “For a sports brand, there is no bigger stage than the Olympics. We once struggled about the idea: to picture the winners’ past glory or develop a new angle. In the end, we decided to talk about the young generation of Chinese sports. However, new faces do not necessarily mean a lack of experience, sense of responsibility or faith. We appreciate their drive, the confidence and even their recklessness. Anta will stand with the new generation and witness them surprise all and create new legends. Keep moving!”