Carol Huang
Jul 14, 2020

Adidas Neo invites China to a Gudetama-inspired Douyin dance challenge

TBWA Shanghai orchestrates a campaign to promote the brand's line of clothing inspired by Sanrio's lazy egg-yolk character.

Adidas's Neo brand is launching a summer product line inspired by Gudetama, the Japanese cartoon figure of a lazy egg yolk, who is adored for his chill attitude.

With TBWA Shanghai, the brand has issued a dance challenge on Bytedance's Douyin platform (the in-China version of TikTok) to promote the collaboration with the Sanrio character.

TBWA's Bolt studio helped to carry out the campaign. 'Gudetama' sounds like 'good day da ma' in Chinese, so the brand's video promoting the challenge features an 'old lady' ('da ma').

Users can hashtag Douyin posts with "#goodday大妈舞" to join in the fun.

Related Articles

Just Published

23 hours ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

1 day ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

1 day ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

1 day ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.