adidas amps up personal appeal with Eason Chan and Fan Bingbing

adidas and TBWA\Shanghai have launched a campaign to promote its latest line of running products ZX FLUX.The campaign runs under the tagline of #thisisme#, with TV, social media and offline elements to feature actress Fan Bingbing and signer Eason Chan.https://vimeo.com/104887612The #thisisme# campaign originally kicked off with a teaser element on the streets of Shanghai and Beijing in July, where stencils featuring the #thisisme# hashtag were posted on street hot spots.Last month, the campaign continued 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 its new product .People have been encouraged to photograph the bus for their #thisisme# portraits and post images on Weibo and WeChat.This coincides with the launch of the #thisisme# website thisisme.adidasevents.com. Consumers were invited to express themselves by posting a #thisisme# portrait, detailing what makes them so unique – from how they wear their ZX FLUX to their own distinctive fashion, flavour or philosophy.“#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," said Simon Millar, the Brand Vice President, Sport Performance and Sport Style.Five #thisisme# participants will be chosen for a chance to shoot their own #thisisme# moment, which will be edited for the TVC and shows at a live event in Shanghai on 25 September.[gallery link="file" ids="64110,64108,64114,64107,64109"]Credits:Project name: #thisisme# adidas Originals CampaignAgency: TBWA\ShanghaiClient: adidas ChinaExecutive Creative Director: Colin LeeGroup Creative Director: Patrick TomCreative Director: Kate McMullenArt Director: Kenny HuangCopywriter: Sam SanAgency Producer: Ays TanBusiness Director: Catherine TalpeyAccount Director: May WuPlanner: Phyllis YipDirector: Paul GeusebroekDirector of Photography: Daniel BouquetProduction Company: SixToesExecutive Producers: Haydn Evans, Tony TangProducer: Sariyanti SannieEditor: Brian EntAudio Production: Audentity Music & SoundPost Production: Technicolor Shanghai