TBWA\Shanghai Launches Second ‘All in for My Girls’ Campaign for Adidas

TBWA\Shanghai have launched an integrated campaign for Adidas’ “All in for My Girls” platform in China.

The follow-up to last year’s Gold Effie winning campaign from Sid Lee rolled out with n exclusive launch event in Shanghai on February 28th, and an official launch across mainland China on March 1st. Centered around the 60 second spot “TGIF,” the new campaign, like its predecessor, centers around the concept that “the idea of sisterhood and how sports for young Chinese women can be fun, playful and social without having to be too competitive.” It is a very natural evolution from Sid Lee’s spot last year,(Update: Hearing from TBWA\Shanghai this was their joint, but we heard otherwise last year…ok then) depicting sisterly groups of women enjoying a friendly workout to kick off the weekend. In addition to the television spot, the new campaign also includes “print, OOH, PR, digital, retail and activation” components. Credits after the jump.