Brand

ADIDAS

Agency

TBWA

Creative Team

Group Creative Director

Dwayne Koh

Associate Creative Director

Morris Lee

Jimmy Wang

30ml

Sherry Shi

Creative Technologist

Jeff

Art Director

QiHan

Senior Copywriter

HaiYang

   

Description

The trefoil was first introduced in the 1972 Munich Olympic Games , however by 1970 and the 1980s the trefoil had grown beyond sports and was beginning to be seen on a number of celebrities.When musicians such as Bob Marley then RUN DMC begin wearing it , it popularized the brand. RUN DMC released the song “My Adidas” and the rest as we know is history.

Because of it’s roots, the originals brand aims to showcase the 30 years of music and fashion heritage. The Advertising campaign I created were all heavily focused on fashion and music celebrities.

   
Project
all originals represent

adidas Originals believed that deep inside all of us is a common thread connects us all together. 
 
That common thread is Originality. 
 
Introducing all originals #represent
 
A movement to unite a country through originality. 
 
We began in a van that toured the four corners of China.
 
On the road, rockstar Eason Chen invited people to submit personal content that best represented themselvese. Everything collected was included in China’s first crowd sourced music video.
 
In-store kiosks, editorials and outdoor print helped spread the message of unity, and drive participation.
 
Music lovers of all types and sizes lined up across the country to share their Originality for the video. And in the end, celebrate together how originality unites us all.

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Project
JS X EC

To launch adidas Originals latest crossover project – a Wing shoes collaboration between Jeremy Scott and Eason Chan and highlight the vibrant and unique design of the shoes, we crafted a story about the collaboration being influenced by Eason Chan’s home city, Hong Kong, with the bright colors Jeremy Scott is known for. The animated film was placed in flagship stores around China to promote the shoes and accentuate the story behind its creation..

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Project
Recreate the streets

adidas Originals saw in this an opportunity to recharge youths curiosity and unleash their creativity. It launched the campaign – “re-create your street”. The campaign called on youths to challenge the status quo and to look at things in a different way, starting with something as simple as the Zebra crossing. (A design that has never change since being created in the UK in 1949.) By asking themselves – “Does the design of a zebra crossing need to stay that way?”

Youths were given tools online to select an existing zebra crossing in Shanghai, China, and then re-create a new design over it. The designs were displayed in a gallery and the best designed zebra crossing was then created onto the real street. A first for China.The resulting action of taking designs from the online submission onto the streets of Shanghai, facilitated the idea that everyone has the ability to make a change. And that change can be both rewarding and inspirational for themselves and others.

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