Tag Archives: campaign

溯 · 造新生

Onitsuka Tiger

CAMPAIGN OVERVIEW: We created a seasonal campaign for Onitsuka Tiger featuring popstar and actress Chris Lee (Li Yuchun). The campaign concept, 溯 · 造新生, storytells around the brand’s iconic, retro heritage and stresses the inherent virtue of progress and innovation: how the past informs the future. Each month of the campaign builds on the “溯 · 造“ storyline with different interpretations of creating “new from the old”; how tradition and legacy pave the way for what lies ahead.

The campaign ran throughout Greater China across all media.

January / 溯 · 造新生

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The January campaign visually re-interprets the classic Opening Ceremony country flags from the most iconic Olympic Games of all time – Mexico 1968. Chris Lee embodies the essence of the Onitsuka Tiger brand heritage with a message to consumers to re-envision the classics in order to find the best in themselves.

February / 溯 · 造新范

The February campaign redefines style with ultra-modern visuals and high fashion sensibilities. Chris Lee inspires consumers to discover the true meaning of fashion – to not be a slave toward trends, and to constantly re-invent themselves with confidence, attitude, and freedom of expression.

March / 溯 · 造新样

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The March campaign re-defines cool with throwback visuals inspired by vintage 70’s and 80’s Americana. Chris Lee takes consumers on a journey back into time to discover the true and time-tested essence of “retro.”

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April / 溯 · 造新趣

The April campaign is inspired by endless poolside vibes under sun-drenched skies. Chris Lee delivers a message to consumers to shake off the dust of winter by reinventing themselves with unforgettable fun times as summer approaches.

May / 溯 · 造新凡

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The May campaign is inspired by modern minimalist Japanese design. Chris Lee reminds consumers to embrace “less is more” ethos and that simplicity is the key to discovering extraordinary within the ordinary.

June / M66 SD

July / 由然而生

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August / 立场=主场

September / 溯造新生

October / 无需界定

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November / 镜显流行

11·11 / 特立独型

Lu Han’s “Forever Faster”

Puma

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We created a spot with Chinese pop-star Lu Han for Puma’s training collection. The spot is part of the global “What Are You Training For?” campaign. The video captures Lu Han’s “Forever Faster” story as he hustles through his training routine, getting fit for the intense stage demands of an A-list entertainer and performer. The work was shot in Beijing and used in-stores, on-line, and in OOH executions.

我们与中国流行界艺人鹿晗合作为Puma的训练系列创作了一条短片作品。该片作为其品牌全球活动“What Are You Training For?”的一部分，短片中通过鹿晗紧密的日常训练镜头讲述了其自身作为一流的艺人和演员对自我要求“Forever Faster”的故事。该片在北京拍摄并被广泛运用于品牌门店、网络以及户外。

Mobile Pop-up Store

adidas Originals

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For adidas Originals’ “This Is Me” campaign in China, we created a mobile pop-up store in a customized bus. The bus featured interactive consumer experiences, multimedia displays, product showcases / give-aways, and other key communications content throughout.

The mobile pop-up store went on a 5 week, 9-city China roadshow before arriving in Shanghai for activities culminating in the campaign’s grand finale party.

我们为adidas Originals在中国大陆区的“This Is Me”活动中打造了一辆移动巴士车pop-up店铺，并为其设计了整体视觉及内饰结构。巴士内部设置了多个与消费者互动的装置、多媒体展示、商品/赠品陈列，品牌的主视觉信息也被巧妙的设计在车内装饰中。

这辆移动的pop-up店铺历经五周时间在中国大陆区的九个城市进行巡回宣传，以上海站作为终点为整个活动画下完美句点。

FACE YOUR FIERCE / 天生无束

Abercrombie & Fitch

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We created a campaign for Abercrombie & Fitch titled FACE YOUR FIERCE, featuring Chinese pop star and motorcycle racer Wang Yibo.

Outside influences, others’ opinions, societal labels—none of these are reasons not to live life to the fullest. Being young means taking risks and chasing dreams, but too many young people today faced with a challenge or trying something new are paralyzed by fear. They second-guess themselves and don’t realize what they’re capable of.

Others, like Wang Yibo, know that the future belongs to the fierce and fearless. He’s at the top of his game in music and motorcycle racing, but he isn’t afraid of stepping into unfamiliar terrain, like skateboarding. He may be a novice, but he doesn’t let that stop him, and after every scrape and spill, Yibo just dusts himself off and tries again. He tunes out the naysayers telling him to stick to what he knows, because for him, the challenge is the allure. Failure is just a pitstop on the road to success. His story inspires young people to be to their fullest selves and tap into their fierceness as a way to overcome self-doubt, try new things, and ignore the critics.

The campaign ran in nationwide online / offline media, retail outlets, e-commerce platforms, and select brand events.

“天生无束”是我们为 Abercrombie & Fitch 创设的广告案例，由中国流行歌星和摩托手王一博代言。

外界的论点，大众的眼光，社会的标签——这些都不应是束缚自己的理由。年轻，意味着冒险和追逐梦想。但当下有太多年轻人，在面对挑战或尝试新事物的时候，会被恐惧所支配。只有当他们回看的时候才会意识到自己的能力。

但还有另一批人，就像王一博，他们知道未来属于无所畏惧的人。王一博在音乐和摩托车比赛中名列前茅，但他并不害怕踏入不熟悉的领域——比如滑板。在这个领域他是个新手，可什么都不能阻止他的步伐，每一次刮擦和跌倒后，王一博拍一拍身上的尘土，就从头再来。他让所有的反对者都刮目相看，因为对他来说，挑战本身就是最大的吸引力：失败只是通往成功之路上的一块垫脚石。他的故事激励新生代充分发挥自己，克服自我怀疑、尝试新事物，忽略那些指指点点的看客。

该套物料内容被广泛应用于线上社交媒体，天猫，品牌店铺及线下活动。

Campaign Teaser

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GIFs

Key Visuals

Make The Invisible, Visible

ASICSTIGER

We created a campaign for ASICSTIGER bringing alive the concept of “Make The Invisible, Visible” (要你显型). The concept focuses on the brand’s seasonal hero product GEL-Lyte V Sanze’s new “visible GEL technology” (featured on the outside of the shoe in a tangible way for the first time in 30 years of the technology’s history).

The campaign storytelling conveys a sense of discovery and exploration required in all that we do in order to uncover what is usually not initially apparent; to go beyond just scratching the surface to “Make The Invisible, Visible” and reveal to yourself unlimited possibilities.

For the campaign kick-off, we created a brand film and key visuals featuring celebrity actor and style-maven Ji Lingchen (纪凌尘), as well as a KOL seeding pack shared with key brand collaborators and ambassadors throughout the region.

The campaign was carried online, OOH, and in-stores throughout Greater China.

我们为ASICSTIGER构思了一整套以“要你显型”为主题概念的创意内容，以生动形象的方式将“要你显型”诠释出来。此创意概念聚焦于其明星产品GEL-Lyte V Sanze的全新“GEL可见技术”（这是GEL“凝胶”技术诞生以来首次被直接呈现于鞋跟的外观设计中）。

通过讲故事的手法希望传达给人们一种无论做什么事都应抱有一种“发现与探索”的精神，去探寻那些被隐藏在表象之下的事物，而不仅仅只是停留在事物的表面，让隐藏“显型”，为自己打开无限可能。

为迎合该主题活动的上线，我们与艺人兼时尚界新星纪凌尘合作，创作了一支品牌形象短片及其主视觉。除此之外，我们也为品牌设计并制作一套限量版礼盒包装，以此来与品牌爱好者及KOL分享。

有关该主题的所有相关创意内容被广泛应用于品牌大中华区的线上，户外及店铺内。

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Campaign Hero Footwear

Seeding Pack

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Unite All Originals

adidas Originals

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adidas Originals’ global ‘Unite All Originals’ campaign was about showing how originality is the result of ‘collisions’ between cultures, communities, and passions. The campaign featured collaborations between visual artists, designers, and musicians from all over the world to create something unique and exceptional.

For the China campaign, we curated and art directed the participating visual artists. We also created the campaign’s promotional content and storytelling assets. The campaign featured 8 artists groups from across the country culminating in a summer full of live-art performances and raucous parties in Guangzhou, Hangzhou, Xian, and Shenyang.

adidas Originals的全球“集结原创”活动向我们呈现独创性如何成为文化、大众和激情碰撞的产物。活动集结了来自世界各地的视觉艺术家、设计师和音乐人创作出独特而创意十足的作品。

我们为该活动中国站召集了参与活动的视觉艺术家，同时我们也创作了活动宣传内容和整体文案。整个活动集结了来自中国各地的八个艺术家/组合分别在广州、杭州、西安和沈阳这四个城市为大家呈现了一场夏日非凡的现场艺术表演和绝妙派对！

Hangzhou

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For the campaign’s first stop in Hangzhou, Shanghai-based musician Cha Cha “collided” with Beijing-based animator Bu Hua to deliver a mesmerizing audio / visual experience.

Above is the artist profile and collision teaser. Below is the art performance and “collision” event documentary.

在活动第一站的杭州，上海音乐人Cha Cha与北京动画人卜桦的艺术碰撞为大家呈现了一场迷人的听觉/视觉盛宴。

以上是艺术家介绍及合作预告片，以下是艺术家精彩现场的活动纪实短片。

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Guangzhou

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For the campaign’s second stop in Guangzhou, Foshan-based street artist / painter Hua Tunan “collided” with Shanghai-based animator / projection artist VJ Wang Meng to deliver an unforgettable visual experience combining 3D mapping, water-based projection painting, graffiti, and banging beats.

Above is the artist profile and collision teaser. Below is the art performance and “collision” event documentary.

在活动第二站的广州，佛山街头/涂鸦艺术家画图男与上海动画人/视觉艺术家王萌的碰撞为大家呈现了一场集3D映射、以水为基底的投影绘画、涂鸦结合强劲背景乐的难忘体验。

以上是艺术家介绍及合作预告片，以下是艺术家精彩现场的活动纪实短片。

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We also created this full-length profile of Hua Tunan in which he tells us about his creation process and inspiration while painting a huge mural for the campaign. The mural is centerpieced with the copy: 集结原创, Chinese for “UNITE ALL ORIGINALS.”

同时我们也为艺术家画图男制作了一条完整的介绍短片，其中讲述了他为活动创作大型壁画涂鸦时的创作过程和灵感来源。作品中心呈现了活动主题“集结原创”的字样。

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Shenyang

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For the campaign’s third stop in Shenyang, Beijing-based rapper / hip-hop artist Jazzilipper “collided” with Hangzhou-based new media collective UFO Media Lab to deliver an experimental visual experience combining 3D projection mapping and live rapping.

Above is the artist profile and collision teaser. Below is the art performance and “collision” event documentary.

在活动第三站的沈阳，北京说唱hip-hop歌手Jazzilipper和杭州新媒体艺术团队UFO Media Lab的碰撞创作出结合3D映射和现场说唱的实验感视觉体验。

以上是艺术家介绍及合作预告片，以下是艺术家精彩现场的活动纪实短片。

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Xi’an

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For the campaign’s fourth (and final) stop – an intimate event in Xi’an – Wuhan-based indie rock band AV Okubo ‘collided’ with Shanghai-based digital artist Aaajiao to deliver an unforgettable visual experience combining projection art, live VJ’ing, screaming vocals, and banging drums.

Above is the artist profile and collision teaser. Below is the art performance and “collision” event documentary.

在活动第四站的西安，也是本次活动终点站，武汉独立摇滚乐队AV大久保与上海新媒体艺术家为我们展现了一场结合投影艺术、现场VJ、宣泄主音和强烈鼓点的音速灵感视觉盛宴。

以上是艺术家介绍及合作预告片，以下是艺术家精彩现场的活动纪实短片。

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ZX750 Guerrilla Street Art Project

adidas Originals

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To celebrate adidas Originals bringing back its iconic late-1980s ZX750 runners to China in a limited edition ‘bluebird dark slate’ colorway, we executed an epic guerrilla street-art campaign. The campaign engaged street artist crews in Beijing, Shanghai, Guangzhou, and Chengdu to bomb their hometowns with interpretations of the shoes in varied art styles.

Before hitting the streets, we pre-designed a stop-motion animation with hundreds of frames. Each frame of the animation featured the shoes in different positions. The frames were assigned to different artists around the country who had the freedom to recreate them in their own art stye. When the artists executed their artwork on the city walls, our photography team captured hi-res photos of each artwork. These photos were reassembled as the frames in this stop-motion video.

The animation tells the story of the ZX750s going on a nationwide journey while coming alive on city walls across China. The shoes’ urban adventure has them walking, jogging, jumping, spinning, dancing, etc., while the street-art styles and techniques morph from wheatpaste, to stencil, spray paint, marker, and stickers. The animation also links up a few select storefront treatments we incorporated into the campaign.

我们为adidas Originals复刻其八十年代末的ZX750经典鞋款进行了大规模的游击式街头艺术活动，此次旨在宣传ZX750暗灰蓝配色款在中国市场的推广。该活动集结了北京、上海、广州和成都的街头艺术家分别在各自城市中以多样化的街头艺术形式展现这双经典鞋款。

在街头执行之前，我们预先设计了一个几百帧的定格动画，这双跑鞋不停的走到不同的地点。我们将画面分配给不同的艺术家，并由他们在各自城市进行自由创作，而在每一位艺术家开始墙上创作时，我们的摄影团队则跟拍捕捉了这些作品的高清图片画面。最后这些照片也被融合到原本的定格短片中。

该短片展现了一场关于ZX750游走于中国各城墙面的国境之旅。这双跑鞋被艺术家们以wheatpaste、stencil、喷绘、马克笔涂鸦以及贴纸等街头艺术技艺在它的城市探险中漫步、小跑、跳跃、旋转、跳舞等等。片中亦展现出参与此次宣传的品牌指定店铺。

Seasonal Campaign

adidas Originals

We created the Fall / Winter 2014 seasonal campaign for adidas Originals in Greater China. Working with celebrities and brand ambassadors Eason Chan, Fan Bingbing, Charlene Choi, Gianna Jun, and JJ Lin in raw authentic urban environments, the campaign key visuals and videos communicated the true street fashion spirit of the brand.

The campaign was shot in Beijing, Taiwan, Hong Kong, and Seoul, with assets used nationwide in retail / point-of-sale, digital, and print media. For the project, we collaborated with New York-based photographer Carmen Chan, Beijing-based photographer Chen Man, and Seoul-based photographer Hong JangHyun.

我们为adidas Originals中国大陆地区2014年秋冬系列创作了季度广告。这次的主视觉和短片真实展现出其品牌代言人陈奕迅、范冰冰、蔡卓妍、全智贤和林俊杰的形象，在真实的城市场景中还原了品牌的街头时尚精神。

该系列广告于北京、台湾、香港以及首尔拍摄，作品被广泛运用于其全国的品牌零售店铺、网络和平面媒体的广告栏。与此同时，我们与来自于纽约的摄影师Carmen Chan、北京摄影师陈漫以及韩国摄影师Hong JangHyun共同合作完成了这一季的平面主视觉。

Eason Chan / 陈奕迅