adidas: chinese volleyball association.

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 click on “raved about this campaign enough already” if you want to read my past raving.

Adidas, 180/TBWA, Psyop, and Stink continue the brilliant “In 2008, Impossible Is Nothing” campaign for the Beijing Summer Olympics with “Chinese Volleyball Association”. After beautiful spots highlighting the hopes and fears of Chinese Olympics hopefuls Hu Jia and Zheng Zhi , this time they look at setter and team captain for the Chinese women’s volleyball team, Feng Kun. They won gold in Athens 2004 and Kun won MVP, so it’s probably an understatement to say there are some major expectations sitting on their shoulders for 2008…

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.

adidas: original games.

Adidas is my favourite brand in the world. Hands down. I worship everything they do, and their latest hype spot for the upcoming Beijing Summer Olympics is old skool meets new school at its best. Plus, and it’s kind of a sad statement that this is surprising, it’s just really fun. A genuine, heart of joy kind of fun. I can’t stop watching it.

Plus, it’s got events called “Café Ping Pong”, “Freestyle Balance Beam”, and “100 Metre Dive Bomb”.

(Agency: 180 Amsterdam, Director: Henry Alex-Rubin @ Stink)