Adidas has launched an integrated campaign promoting the moments of Beijing, tying together patriotic feeling and individual accomplishment. The magazine, outdoor and in-store poster campaign, linked with www.adidas.com/beijingmoments, is being run in Japan, Korea and Taiwan before being rolled out in other markets. Six athletes are shown in action poses, with signed phrases about their connection to their compatriots.
Russian polevaulter Jelena Isinbajeva. Alone I jump. Together we soar.
South Korean weightlifter Jang Mi Ran. I never lift alone.
American 400 meters runner Jeremy Wariner. I run with 600 million legs.
Taiwan Taekwondo athlete Yang Shuchun. They see me but they’ll feel us.
Taekwondo athlete Chu Mu-Yen. No one gets up when a whole country kicks.
USA sprinter Tyson Guy. Ever seen a nation fly?
The Beijing Moments campaign was developed at TBWA\Tequila Hong Kong by executive creative directors John Merrifield and Mark Ringer, art director Patrick Tom, copywriter Mark Ringer and Malcolm Costain, Adidas director of brand marketing Asia Pacific Celine del Genes, with designer Hoon Kim, photographer Nadav Kander and retoucher Antony Crossfield.