Adidas finds the real superstars of China

It is easier to criticise than to create. But true superstars are those who can overcome negative criticism to find the courage within themselves to create.This is the core message from a new adidas Originals' Original Superstar campaign, which aims to encourage people to create without the need for external validation.To tout its Superstar line, the campaign leads with a TV commercial featuring local pop singer Eason Chan, along with three influencers from the Chinese creative community including video jockey VJ Mian pixel sculptor Li Tian Lun, and street muralist Hua Tu Nan.[gallery link="file" ids="108989,108986,108987,108988"]The spot is shot in black and white and accentuated with splashes of colour. Narrated through the reflective voice of Chan, he draws his personal experience to encourage the three young creators to ignore criticism and continue to create.The video is part of an integrated campaign that includes on-ground activation, digital, social and PR activities. As part of the digital campaign, consumers will be encouraged to share their own original creations.Users can take inspiration from the creations of Chan and several other influencers to create their own original works that can be shared on WeChat and Weibo.“The #OriginalSuperstar# campaign illustrates how adidas Originals connects with the Chinese consumer. As the leading sportswear brand of the street, we want to inspire all people to have the courage to be creative," said Simon Millar, VP sport performance and sport style for adidas China."From Eason’s call-to-action message, and the showcase of local creative talent, to the digital/in-store interactive activations & PR event, Chinese consumers will experience the spirit of the brand by being a true and original Superstar.”CreditsProject name: adidas Originals Superstar CampaignCreative agency: TBWA\ShanghaiClient: adidasExecutive creative director: Colin LeeAssociate creative director: Jeremy LimArt director: Julie ZhuCopywriter: Jason ZhaoDirector: Dave MyersProduction company: RadicalPlanning director: Phyllis YipAgency producer: Ceci TamAccount directors: Catherine Talpey (Business Director) / Danny Wong (Senior Account Director)Media agency: IsobarInteractive group head: Charles VoonSenior interactive developer: Rony Chan