70 YEARS ANNIVERSARY: IMC PRESENTATIONJUL 2019
ADIDAS CHINA 70 ANNIVERSARY6THE TERRITORY:创造前所未见
1.STRENGTHEN ADIDAS BRAND & ATHENTICITY AND BE THE #1 SPORTS BRAND IN THE WORLD2.BREAK STEREO-TYPE IMAGE AND DRIVE THE PERCEPTION AS A GAME CHANGER & A CREATOR3.MAKE RELEVANT AND INSPIRING LOCAL CONNECTIONWE FOCUS ON DELIVERING 3 THINGSCOMMUNICATION OBJECTIVESKEY WORDSDIAL UPNATIONAL PRIDEMAKE IT PERSONALLEVERAGESPORT ICONSIMC campaign key tasks 两件事：1. brand story: 通过 PR approach 和media matrix 去 deliver adidas & china 70 years story to dial up nation pride ；2. Consumer engagement: 通过personalized media platforms 去做social activation@kate
CREATE THE TOMORROW NO ONE HAS THOUGHT OFGAMELIFEWORLDAWARENESSENGAGEMENTNZTWZZSJHXZYCVAGMWALSMTMKCL#MY TOMORROW NO ONE HAS THOUGHT OF尝试把 PR 加进来@kate
ADIDAS CHINA 70 ANNIVERSARY970 years ago, no one thought we Chinese could ever come this far…or do anything other than martial arts.But then we went on to become Olympic champions, record holders, and hosts. She showed us what an iron hammer can do;and today? We create and play everywhere, even when there isn’t a court.We’ve broken the ten second barrier, battled monsters, and gone on to see the dark side of the moon.Maybe it wasn’t always perfect, but we’re working on itand won’t stop until we bring blue skies back.Because today, you no longer have to wait for the right conditions, the right moments, or anyone’s permission.70 years ago, no one thought we could come this far. So imagine how much further we can go tomorrow.CREATE THE TOMORROW NO ONE HAS THOUGHT OF创造前所未见MAIN FILM
PORTRAIT EXAMPLE - XIE ZHENYEEach portrait will be a unique depiction of the athlete and play up his / her strength. For instance, this could be how we shoot Xie Zhenye, a sprinter. We would capture him as if he were in motion – stretched like he was in the middle of running. By combining the portrait with a simple red background, this plays up the idea of the national celebration. ADIDAS CHINA 70 ANNIVERSARYKV OPTION 1
70 years ago, no one thought we could break the 10-second barrier.Create the tomorrow no one has thought of.70 years ago,no one thought girls could sprint.Create the tomorrow no one has thought of.70 years ago, no one thought that we could be volleyball champions.Create the tomorrow no one has thought of.ADIDAS CHINA 70 ANNIVERSARY70 years ago,no one thought we could ever be the best in freestyle.Create the tomorrow no one has thought of.70 years ago,no one thought we could play in the World Cup.Create the tomorrow no one has thought of.Example of headlines:
KV OPTION 2
WORLDLIFEGAMEWang Aolin ：A freediving athlete contribute to environmental protectionShan Mite （ optional ）：One of the top 10 explorers in the world and left 300K words record for Yellow RiverZhao Xueqiang(optional) ：Resigned at 33-year-old to become a parkourEil...
