Targeting the female audience only, the digital campaign encourages women to share they passion and what they like to do. The project is supported by local popstar Charlene Choi who took over the endorsement last year when her partner Gillian Chung was involved in a scandal.
The website will be activated in September with the support of out-of-home displays and a mobile component. The “Me, myself” project previously focused on celebrating individuality, confidence and motivation. However, adidas is now turning that focus to “listening and sharing”. “We believe that in order to truly engage with women we must listen to what they have to say,” said Jasmine Tsang, account director of media agency Carat.
The same campaign will be launched in other markets with different local endorsers, and will run till October.
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Credits:
Project adidas Womens Fall/Winter
Client adidas, Hong Kong
Creative agency TBWA
Account servicing Philip Chau, Ivan Chui, Jasmine Tsang
Digital creative agency Rice 5
Media agency Carat
Exposure Print, outdoor, online, mobile
The website will be activated in September with the support of out-of-home displays and a mobile component. The “Me, myself” project previously focused on celebrating individuality, confidence and motivation. However, adidas is now turning that focus to “listening and sharing”. “We believe that in order to truly engage with women we must listen to what they have to say,” said Jasmine Tsang, account director of media agency Carat.
The same campaign will be launched in other markets with different local endorsers, and will run till October.
Credits:
Project adidas Womens Fall/Winter
Client adidas, Hong Kong
Creative agency TBWA
Account servicing Philip Chau, Ivan Chui, Jasmine Tsang
Digital creative agency Rice 5
Media agency Carat
Exposure Print, outdoor, online, mobile
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