TBWA\Shanghai and adidas 'All In For My Girls'

For the second year in a row, TBWA\Shanghai has created a new integrated campaign to support the adidas Women's 'all in for my girls' platform in China, which includes TVC, print, OOH, PR, digital, retail and activation.

The initial campaign, which garnered a Gold Effie, first introduced the idea of sisterhood and how sports for young Chinese women can be fun, playful and social without having to be too competitive. The new direction evolves the campaign even further. The concept, 'TGIF' (Thank God it's Friday), depicts various sister groups looking forward to kicking off the weekend with a little fun doing sports.

The new 'all in for my girls' campaign launched officially on March 1 across mainland China, and included an exclusive launch event in Shanghai on February 28.

FULL CREDITS:

Title: TGIF

Creative Agency: TBWA\Shanghai

Client: adidas China

Group Creative Director: Patrick Tom

Creative Director: Kate McMullen

Associate Creative Director: Jordan Dong

Senior Art Director: Kenny Huang

Art Director: Idium Duan

Copywriter: Sam San, Shuang Zhang, Patrick Tom

Agency producer: Krystie Koh, Pearl Tan

Managing Director: Brian Swords

Business Director: Catherine Talpey

Account Management: Julia Bian, Ken Wang

adidas China Team: Jens Meyer (VP Marketing Sport Performance), Ruby Chiu (Brand Marketing Director, Sport Performance), Monerie Ning, (Brand Manager, Womens & Training)

Media Team: Rohan Lightfoot, Gordan Yap

Director: Bruce Hunt

Production company: Radical Media

DOP: Sebastian Wintero Hansen (Denmark)

Production Designer: Colin Taplin (Berlin)

Executive producer: Chris Tsao 

Assistant producer: Jia shijun, Yiwei Yang

Offline Editor: Martin Leroy (Brussels)

Post production: Volt FX Shanghai

Telecine: Nick Barton, Zuzu Shanghai

Music: The Battles

FAD: Alan Finlay (Berlin), Patty Tsai (Taiwan)

Photographer: Miko Lim

Production Company: Bloc Productions China

Producer: Sion Millet

Retouching: Patrick Lim/Craft Productions

Category / Exposure: TV, Print, Outdoor, Digital

Territories: Greater China