adidas and TBWAShanghai 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.
The #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.
Project name: #thisisme# adidas Originals Campaign
Client: adidas China
Executive Creative Director: Colin Lee
Group Creative Director: Patrick Tom
Creative Director: Kate McMullen
Art Director: Kenny Huang
Copywriter: Sam San
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
Executive Producers: Haydn Evans, Tony Tang
Producer: Sariyanti Sannie
Editor: Brian Ent
Audio Production: Audentity Music & Sound
Post Production: Technicolor Shanghai