Brief:
Summer is a big season for Adidas, as they embark on inspiring the nation to partake in sports activities with Adidas during this period. With a new collection of Climacool products (Adidas temperature control product series), we were tasked to create a campaign for the launch.

Concept:
Summer in China can reach sweltering conditions, a big challenge for the sporty types. But with the Climacool products, we enable our users to defy whatever the weather conditions and go beyond what is normal for everyone else.

Through film, print and social, we tell the story of a group of Clima creators led by our celebrities Eddie Peng and Janine Zhang, who are not made for normal and readily goes out into the summer heat to be sporty, and along the way invite those who share the same mentality to join them.

For China, we created the tagline 逆境开练 (translate: to be sporty no matter the adversity) as invitation to the public to join the activities. On digital and social, we extended this thought into an actual invitation to regular running programmes organised by Adidas.

Client:
Adidas Group (China)

Role:
Creative Direction
Art Direction
Copywriting