SHANGHAI – adidas Originals just released #OriginalSuperstar#, a campaign that aims to encourage and empower people to create without the need for external validation.
Throughout the year, adidas China has been reigniting interest in its iconic footwear model. To build on the momentum, a TV commercial featuring Eason Chan, the King of Asian pop, will launch across Greater China on August 15th. The commercial will also introduce three influencers from the Chinese creative community – VJ Mian, a video jockey; Li Tian Lun, a pixel sculptor; and Hua Tu Nan, a street muralist.
The spot is shot in black and white and accentuated with splashes of color. It’s narrated by Eason Chan who also shares his own personal struggles and experiences to inspire three young creators on how to overcome negative criticisms.
The film, created by TBWA\Shanghai and directed by Dave Myers, will be part of a holistic, integrated campaign that includes on-the-ground activation, digital, social, and PR activities. As part of the digital campaign, consumers will be encouraged to become true Superstars themselves by sharing their own original creations 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. 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.” said Simon Millar, VP Sport Performance and Sport Style for adidas China.
Highly recognizable by its unique shell-toe design, the Superstar has been chosen by creative legends and cultural influencers such as Kareem Abdul-Jabbar and Run DMC since its birth and continues to be an icon of the adidas Originals brand.
The model has remained relevant through time with the release of new colourways. In 2015, a diverse range of new designs will be released including the Supershell, a special line designed in collaboration with global Superstars, to demonstrate the pioneering spirit of adidas Originals.
Watch the new #OriginalSuperstar# TV commercial here.
FULL CREDITS:
Project Name: adidas Originals Superstar Campaign
Creative Agency: TBWA\Shanghai
Client: adidas
Executive Creative Director: Colin Lee
Associate Creative Director: Jeremy Lim
Art Director(s): Julie Zhu
Copywriter(s): Jason Zhao
Director: Dave Myers
Production Company: Radical
Planning Director: Phyllis Yip
Agency Producer: Ceci Tam
Account Directors: Catherine Talpey (Business Director) / Danny Wong (Senior Account Director)
Account Executive: Stella Li
Media Agency: Isobar
Interactive Group Head: Charles Voon
Senior Interactive Developer: Rony Chan
