Adidas neo launches social campaign featuring Sanrio character Gudetama

Adidas neo has launched a social campaign featuring Sanrio character Gudetama.

Created by TBWA\Shanghai, the campaign aligns with the summer launch of adidas neo’s Gudetama apparel and sneaker collaboration, including a summer dance challenge which encourages users to share their own interpretation of a lazy laid-back summery dance video.

“Keeping in line with Gudetama’s laid-back, relaxed and playful attitude, we added a surprising sunny twist to the youthful campaign by creating a similar-sounding phrase by combining ‘good day’ and elderly lady in Mandarin (大媽) which can also be interpreted as Gudetama,” said Ronnie Wu, chief creative officer of TBWA China.

“As a result of this wordplay, we invited a vibrant elderly lady to lead the video dance challenge, resulting in a surprising and inclusive revelation that youth is an attitude, which extends across generations.”

Produced and shot by TBWA’s in-house content studio BOLT China, the campaign is promoted through Douyin and Weibo, while the adidas neo and Gudetama apparel and sneaker collaboration is available only in China.

Josephine Zhou, senior director of brand communication at adidas neo, said: “Adidas neo is recognised for its freshness, energy and optimism, which are playfully expressed in our latest summer campaign. We look forward to consumers joining in and enjoying the summer dance challenge and celebrating a laid-back and leisurely sporty summer with neo. We were delighted to partner with TBWA for this social engagement campaign.”

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