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adidas Olympic Campaign¡XSui Feifei

Best-of-Show Winners

Best of print ( Print¡XCorporate Image / OutDoors¡XBillBoards )

Title/Headline: adidas Olympic Campaign¡XHu Jia / Zheng Zhi / Sui Feifei
Name of Product/Service: adidas
Advertiser: adidas
Company:TBWA\China
Creative Director: John Merrifield, Yeo Yang, Elvis Chau, Sarawut Hengsawad, Lesley Zhou
Art Director: Elvis Chau, Nie Lang, Xia Zheng, Susie Sun, Amani Qian
Illustrator: Lu Ming
Copywriters: Sarawut Hengsawad, Lesley Zhou, Nicky Zhang, Michelle Wu
Photographer: Mark Zibert

Main Objective: The campaign is about rallying the country and showing how the entire Chinese nation is supporting their athletes and the Game. But it¡¦s more than just the crazed fans waving their national flags for the pride of the nation that so many other brands will be showing. We want to take an engaging approach. We want to inspire and enable the people onto the journey towards Olympic via helping them relate to the athletes as ordinary human being achieving the impossible.

adidas Olympic Campaign¡XHu Jia
adidas Olympic Campaign¡X Zheng Zhi

Highslide JS

Comments from Judges:

Yasuaki Iwamoto
President/ Executive Creative Director, Hakuhodo Creative Vox, Inc. (Japan)

By using illustrations, the campaign presented in a perfect manner the excitement aroused in sports as well as the fact that the greatness of Olympic Games cannot be achieved without people¡¦s support and collaboration.
Extreme concentration. Spectacular performance. The works well conveys adidas¡¦ enthusiasm in sports. Praising sports with this calm-toned athletic poses will without doubt fascinate more fans for adidas.
This is the campaign worth Best-of-Print.

Nils Andersson (on OutDoors¡XBillBoards)
Group Executive Creative Director, Ogilvy & Mather Greater China (Mainland China)

"Simple. Iconic and though, some say expected, I feel, totally appreciate for China and Adidas."
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