Adidas ad mimics motion in print

The series of four ads feature models wearing the latest women's sports apparel, splashed across double-page magazine spreads. Each execution is laid out in such a way that when a reader turns the page, it mimics the movement of the exercise shown in the advertising. The TBWA Hong Kong campaign had been created to stay true to the brand's 'Forever sport' philosophy as well as appeal to active and style-conscious women.

TBWA group account director on the brief Tak Chi Lee said: "Creating the illusion of motion will attract a great deal of attention, which is what we are hoping for."

Adidas Australia marketing manager Amanda Booth said: "Our women's apparel is designed to work hard as well as look fantastic, and what better way to demonstrate its dual benefits than showing it in action?"

TBWA Hong Kong was responsible for developing the campaign in Australia because it is the agency's Asia-Pacific hub.

Lee said: "As TBWA is adidas' globally rostered agency and as we are the regional hub, we work very closely with the global team and have a good understanding of the brand. We can also think regionally, instead of just for one market."

He said that the campaign could roll out in other markets in Asia because "the idea is big enough to be able to transcend boundaries".

However, Lee added that it was still too early to say which markets would be targeted.