adidas + beijing olympics: “hu jia” + “zheng zhi”.

A while ago, I wrote a post called “Impossible Is Nothing: Adidas Brands Beijing” right after Adidas (the greatest brand in the world, in my opinion) launched it’s “In 2008 Impossible Is Nothing” campaign for the Beijing Summer Olympics. Kicked off by stunning print ads and a beautiful spot called “Together”, the campaign promised a kind of cultural sincerity that’s more honest than the typically bombastic, trumpet-blowing Olympic advertising. The tone was set for a more personal campaign that didn’t shy away from the weight of national pride and identity Chinese athletes carry on their back, perhaps more than athletes from any other country in the world.

This brilliant collaboration between 180/TBWA, Psyop, and Stink continues with two beautiful spots telling the personal stories of Chinese Olympians. “Hu Jia” and “Zheng Zhi” continue the serene, poetic hand-drawn grey-scaled animation mixed with live footage that was introduced in “Together”. Besides their exquisite look and feel, these spots are supremely touching. I really feel a sense of athletes from a country that’s alienated in so many ways reaching out and wanting people to know who they truly are. Simple, beautiful work.

Comments

  1. stefccdotnet says:

    (A)ll (D)ay (I) (D)ream (A)bout (S)ex rulz 🙂

  2. The promotion of individual glory under the heading of ‘Together’ is an absurd contradiciton. And in the current global political climate is also rather tasteless.

    How about 2 spots in a similar style called ‘Tibet Is Nothing’ and ‘Iraq Is Nothing’.

  3. i do agree with you. adidas is doing some really great stuff with their Impossible is Nothing ethos.
    I think I like the Hu Jia one more because diving kinda lends itself more to the visual look of this animation.

Trackbacks

  1. […] Shape+Colour: This brilliant collaboration between 180/TBWA, Psyop, and Stink continues with two beautiful spots […]

  2. […] I don’t even know where to start on Adidas anymore. It’s my favourite brand in the world. I’ve spent a lot of time raving about how much I love Adidas (here, here, here, here… here, and here, too. oh, and here. and here and here… and one more here). […]

  3. […] lens of the world watching the games, the Adidas spots have focussed on specific Chinese athletes (such as Hu Jia and Zheng Zhi). In this final spot, it broadens that anticipation from the individual athletes to that of the […]

  4. […] chinese volleyball association. 11 06 2008 I’ve raved about this campaign enough already, so as hard as it is for me to hold back my rabid enthusiasm, I won’t get into it again. But […]

Whatcha Thinkin?

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s