TBWAShanghai gets busy celebs to find time for sport in adidas campaign

ASIA-PACIFIC – SHANGHAI, CHINA, AUGUST 5, 2011 – For its new fall/winter ‘Training’ campaign for adidas, TBWA\Shanghai reinforces the global brand campaign – adidas is all in – by issuing an invitation to everyone inspired by sport to find time in their lives for fitness.

The urban lifestyle focused campaign features two high profile celebrities – Chinese actor and singer Li Bingbing and Taiwanese actor Ethan Ruan. The two brand ambassadors challenge the convention that urbanites are too busy making the most out of life and pursuing great achievements to have time for sports.

The ‘Don’t Waste your Wait’ campaign for two key jacket product lines – Clima and Outer – encourages people to change their perspective on training and utilize “waiting time” for sport and exercise. The challenge is to make the most out of time.

TBWA\Shanghai launched the campaign via a number key channels including print, OOH and ambient. The campaign is visible at bus shelters, metro stations, and on outdoor billboards and is also supported by digital PR, sports marketing and retail.

To demonstrate that virtually anywhere is a great location to do sport if you don’t want to “Waste your Wait”, a public spinning machine and speed bag for daytime use were installed at five bus stations in Pudong and punching bags appear in four Shanghai metro stations along Line 1.
 
Yan Chay Tan, TBWA\Shanghai’s group creative director, commented, “People spend hours waiting every week – in traffic jams, in airports waiting for flights, in meetings, waiting for their friends… The idea behind adidas’ ‘Don’t Waste your Wait’ is to take advantage of that time to change your behaviour; use the time to train, get fit and live healthy.” Tan added, “It’s a youthful and inspiring attitude from an authentic sports brand.”
 
CREDITS:
Project Name: “Don’t Waste your Wait”
Creative Agency: TBWA\Shanghai
Client: adidas China
Chief Creative Officer: John Merrifield
Group Creative Director: Yan Chay Tan
Art Directors: Ken Li, Cay Kho, Popo Jin
Copywriters: Alex Avis, Kevin Zhu
Photographer: Ben Ingham
Production Company: Augen Productions
Production Company Head Producer: Vivin Jiang
Executive Producer: Joanna Zhao
Agency Producer: Doris Zhang
Account Director / Senior Account Executive: Michael Donohue
Account Executive/ Manager: Zelia Bao
Media Agency: Carat