In China, the idea of its citizens freely expressing themselves is not something that is openly encouraged or promoted. In fact, you could be arrested for speaking your mind. So when adidas Originals wanted to launch a new brand campaign, they knew they had a major challenge. The brand's core essence is all about being individual and expressing your originality, which is the opposite of China's social beliefs. The campaign called #thisisme is an unprecedented platform that encourages local Chinese people to truly express who they are and to embrace what makes them unique, no matter what anyone says.
Adidas: This is me11
Awards won (add award)
Drat! This campaign hasn’t had the honor of winning any awards yet, or maybe it just evaded our systems. Can you prove us wrong? Enlighten us by clicking here.
Leave a comment
- Agency: TBWA, Shanghai
- Country: China
- Group Creative Director: Patrick Tom
- Group Creative Director: Colin Lee
- Creative Director: Kate McMullen
- Art Director: Kenny Huang
- Agency Producer: Ays Tan
- Business Director: Catherine Talpey
- Account Director: May Wu
- Planner: Phyllis Yip
- Director: Paul Geusebroek
- Director of Photography: Daniel Bouquet
- Production Company: SixToes
- Producer: Sariyanti Sannie
- Editor: Brian Ent
Do you have a tantalizing tip off for a hot scoop? Don’t delay, be our honorary informative and we’ll reward you!