High profile celebrities star in new adidas work for the Chinese market via TBWA\Shanghai

TBWA\Shanghai has just launched adidas’ brand new fall/winter ‘Training’ campaign. The campaign reinforces the global brand campaign – adidas is all in – by issuing an invitation to everyone inspired by sport to find time in their lives for fitness. The ‘Don’t Waste your Wait’ concept promotes two key jacket product lines – Clima and Outer – in the ‘Training’ Sport Performance Division (one of four SP Divisions, together with Running, Basketball and Football).

The urban lifestyle focused campaign features two high profile celebrities – Chinese actor and singer Li Bingbing (pictured above) and Taiwanese actor Ethan Ruan (below). The two brand ambassadors challenge the convention that urbanites are too busy making the most out of life and pursuing great achievements to have time for sports. Instead of using the excuse that we are “too busy for sport”, adidas’ ‘Don’t Waste your Wait’ campaign encourages people to change their perspective on training and utilize “waiting time” for sport and exercise. The challenge is, rather than neglecting our fitness, to make the most out of time, be spontaneous, yet remain authentic.

‘Don’t Waste your Wait’ drives consumers to the question: “If even the busiest of celebrities can find the time for sport, using anything and everything as a training object, what’s my excuse?”

TBWA\Shanghai launched the ‘Don’t Waste your Wait’ campaign via a number key channels including print, OOH and ambient. The campaign is visible at bus shelters, metro stations, and on outdoor billboards and is also supported by digital PR, sports marketing and retail.

To demonstrate that virtually anywhere is a great location to do sport if you don’t want to “Waste your Wait”, a public spinning machine and speed bag for daytime use were installed at five bus stations in Pudong and punching bags appear in four Shanghai metro stations along Line 1.

Yan Chay Tan, TBWA\Shanghai’s Group Creative Director commented, “People spend hours waiting every week – in traffic jams, in airports waiting for flights, in meetings, waiting for their friends… The idea behind adidas’ ‘Don’t Waste your Wait’ is to take advantage of that time to change your behaviour; use the time to train, get fit and live healthy.” Tan added, “It’s a youthful and inspiring attitude from an authentic sports brand.”

CREDITS:

Project Name: “Don’t Waste your Wait”

Creative Agency: TBWA\Shanghai

Client: adidas China

Chief Creative Officer(s): John Merrifield

Group Creative Director: Yan Chay Tan

Art Director(s): Ken Li, Cay Kho, Popo Jin

Copywriter(s): Alex Avis, Kevin Zhu

Photographer: Ben Ingham

Production Company: Augen Productions

Production Company Head Producer: Vivin Jiang

Executive Producer: Joanna Zhao

Agency Producer: Doris Zhang

Account Director / Senior Account Executive: Michael Donohue

Account Executive(s) / Manager(s): Zelia Bao

Media Agency: Carat