After two months of lockdown, cities nationwide started to ease restrictions, and the situation relating to the epidemic began to gradually improve.
We knew an impactful campaign could be created if we could act fast and seize the moment.
Adidas, has always called on people to have the courage to create. We used that ethos and call, to drive our own creativity to solve a problem we now faced - how do you make a national level campaign while everything is shut down?
Once we settled on a creative direction with the client, we worked together with the client to find suitable footage that was shot for Adidas through the previous year. These became the crucial pieces of footage we needed to create the campaign.
The result, a piece that calls on viewers to seize the moment, to look at the difficulties they have faced over the past months as another obstacle one must overcome in the pursuit of their goals. All this while not directly mentioning the epidemic in the copy or the video.
SCRIPT
WE HAVE WAITED FOR THIS MOMENT FOR FAR TOO LONG
THE MOMENT WE CAN TURN OFF THE TV
THE MOMENT WE CAN LACE UP AND GET READY TO GO
THE MOMENT WE CAN RETURN TO THE PLACE WE BELONG
THERE ARE NO MEDALS TO BE WON IN OUR DAILY LIVES
THERE ARE ALSO NO BORN WINNERS
WHAT IT MEANS TO BE A CREATOR IS TO POSSESS THE DETERMINATION
TO TURN DIFFICULTIES INTO POSSIBILITIES
LET'S ALL WALK TOGETHER ON THE ROAD AHEAD
TO RUN, TO WIN AND TO FIND OUR NEXT STARTING POINT
THIS MOMENT, LET'S PASS ON OUR BATON
NOTHING CAN STOP US NOW FROM CREATING THIS MOMENT
CREATE YOUR MOMENT NOW
_________________________________
这一刻，等太久了
等把电视关掉
等把鞋带系紧
等我们重返主场
生活中没有奖牌
也没有什么天生赢家
所谓创造只不过是下定决心
把困难炼造成一次又一次的奇迹
我们一路向前
去跑，去赢，去寻找新的起点
这一刻，握紧手中的接力棒
没有什么可以阻挡我们
再次创造
即刻，去创造
CREDITS
Creative Agency: Beijing Haomai Advertising
Production House: Wumu Film
Footage: Adidas
Client: Adidas
Client: Adidas
