Sid Lee and OPPO: #OPPOShadowSkills "Dare to Shine"

Sid Lee has taken to TikTok to activate the technology brand’s sponsorship of the UEFA Champions League and connect the partnership to OPPO’s new brand proposal “Inspiration Ahead.”

The digital campaign, called #OPPOShadowSkills, features influencers and football freestylers inviting TikTok users to showcase their footballing prowess, inspired by the skills on display each week during the UEFA Champions League. From Haaland’s gravity-defying headers to Bellingham’s clinical finishing, users have been trying, and not always succeeding to replicate their heroes.

The challenge was created to raise brand awareness and focus on the OPPO Reno8’s unique product feature - powerful night video and imaging technology - ensuring quality shots in low light environments. In effect, making the unseeable seeable, whilst showcasing real fan stories of all the practice that happens behind the scenes in order to reach the top.

Running for the duration of the UCL Group Stages, the campaign invites fans to recreate the best skills on display after each match. They are then incentivized to post videos of the skills they’ve recreated with the very best #OPPOShadowSkills in line to win prizes including UEFA Champions League tickets and OPPO Reno8 phones.

The campaign was launched on the 21st September with the influencers sharing a call-to-action film on their social channels, alongside an impactful Key Visual with the tag line "Dare to Shine". A hero film (launching 25th October) and additional films were created by the influencers demonstrating and encouraging fans to recreate the best tricks from the UCL matches.

Eliza Li, CMO, OPPO Western Europe Commented: The campaign was effectively planned and executed. It connects OPPO with users through the UEFA partnership and showcases OPPO's aim to inspire people through our products in a creative way.”

Stephan Hall, CEO, Sid Lee London: “OPPO plus Tik-Tok plus UEFA Champions League, What a line up!! We’re delighted with the result and very much look forward to continuing to build OPPO’s brand through their sports partnerships.”

Credits OPPO

CMO: Eliza Li

Brand Lead: Vita Hsu

Project Lead: Trevor Wang

Digital Lead: Lily Jiang

Credits Sid Lee

ECD: Stephane Soussan

Copywriter: Max Harrington

Art Director: Jessy Kikabou

Business and Operations Directors: Gareth Hall/Mike Grumbridge

Project Lead: Sam Bridgwater

Digital Lead: Cassandre Geron