In China, the idea of its citizens freely expressing themselves is not something that is openly encouraged or promoted. In fact, you could be arrested for speaking your mind. So when adidas Originals wanted to launch a new brand campaign, they knew they had a major challenge. The brand's core essence is all about being individual and expressing your originality, which is the opposite of China's communist beliefs.
Advertising Agency: TBWA\Shanghai, China
Group Creative Directors: Patrick Tom, Colin Lee / Creative Director: Kate McMullen
Art Directors: Patrick Tom, Kate McMullen, Kenny Huang / Copywriters: Kate McMullen, Sam San
Agency Producer: Ays Tan / Business Director: Catherine Talpey
Account Director: May Wu / Planner: Phyllis Yip / Director: Paul Geusebroek
Director of Photography: Daniel Bouquet / Production Company: SixToes
Executive Producers: Haydn Evans, Tony Tang / Producer: Sariyanti Sannie / Editor: Brian Ent
Audio Production: Audentity Music & Sound / Post Production: Technicolor Shanghai
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