SUB CATEGORY :

CONTENT PLACEMENT

COMPANY ENTERING :

TBWA\CHINA, SHANGHAI

TITLE :

ADIDAS NEO GYMNASTICS X JUST DANCE

BRAND :

ADIDAS

ADVERTISER :

ADIDAS NEO

AGENCY :

TBWA\SHANGHAI, SHANGHAI

CHIEF EXECUTIVE OFFICER :

JOANNE LAO

CHIEF CREATIVE OFFICER :

RONNIE WU

EXECUTIVE CREATIVE DIRECTOR :

MO CHEN

CREATIVE DIRECTOR :

KWIN WEI/MINZZY OOI

ART DIRECTOR :

WEI WEI JIANG/ANDY TIAN/DANIEL DING

COPYWRITER :

COOK XU/ZAC CHEN/DORIS CHEN

AGENCY PRODUCER :

CRYSTAL HAN/JACKIE WANG

HEAD OF PRODUCTION :

CHRISTINE CHEN

IN-HOUSE EDITOR :

ALEXANDER KANG

GROUP ACCOUNT DIRECTOR :

FUNGWEE CHEW

SENIOR ACCOUNT MANAGER :

MIA YUE

ACCOUNT MANAGER :

VERONIKA HUANG

ACCOUNT EXECUTIVE :

YURI LI

FILM PRODUCTION COMPANY :

TBWA\BOLT SHANGHAI, SHANGHAI/OFF LAB, SHANGHAI

DIRECTOR :

SUN ZHAO YU

EXECUTIVE PRODUCER :

SHONGDJO XIA

FILM PRODUCER :

ZIZI LUO

ENGLISH CONTEXT EXPLANATION :

STUDENTS IN CHINA HAVE A LOW DAILY UPTAKE OF SPORTING ACTIVITY. ADIDAS NEO, A BRAND TARGETED AT HIGH SCHOOL AND COLLEGE STUDENTS WANTED TO ENGAGE MORE STUDENTS TO DO SPORTS. BUT DOING SPORTS IS A LUXURY FOR CHINESE STUDENTS DUE TO INCREASING ACADEMIC PRESSURE AS THEY GROW UP. IN THEIR SENIOR YEARS IN HIGH SCHOOL, PE CLASSES ARE OFTEN "HIJACKED" BY MATH AND ENGLISH TEACHERS, NOT TO MENTION THE EXTRA HOMEWORK OVER THE WEEKENDS.

THIS CASTS A SHADOW ON STUDENTS ADOPTING A HEALTHY LIFESTYLE AS WELL THE ADIDAS NEO BRAND AND BUSINESS.

WITH THIS CHALLENGE, THE TASK WAS TO ENCOURAGE STUDENTS TO ADOPT A MORE ACTIVE SPORTS LIFESTYLE ENABLED THROUGH ADIDAS NEO.

URL :

http://www.campaigncases.com/justdance/