After two months of lockdown, cities nationwide started to ease restrictions, and the situation relating to the epidemic began to gradually improve.
We knew an impactful campaign could be created if we could act fast and seize the moment.
Adidas, has always called on people to have the courage to create. We used that ethos and call, to drive our own creativity to solve a problem we now faced - how do you make a national level campaign while everything is shut down?
Once we settled on a creative direction with the client, we worked together with the client to find suitable footage that was shot for Adidas through the previous year. These became the crucial pieces of footage we needed to create the campaign.
The result, a piece that calls on viewers to seize the moment, to look at the difficulties they have faced over the past months as another obstacle one must overcome in the pursuit of their goals. All this while not directly mentioning the epidemic in the copy or the video.
CREDITS
Creative Agency: Beijing Haomai Advertising
Production House: Wumu Film
Footage: Adidas
Client: Adidas
Client: Adidas