So you remember Droga5’s 2015 “Rule Yourself” spot in which a million Tom Bradys show viewers how hardcore they are because they do the same damn thing every damn day forever and ever, amen.
72andSunny’s first campaign for Adidas in China initially resembles a takeoff on that ad by focusing on lots of bros in identical outfits making the same motion again and again.
In this case, though, there’s a twist: some people just can’t help but be individuals. And this one guy’s personality leads him and his fellow malcontents to unexpected places like the soccer field, volleyball court and even wherever David Beckham happens to be hanging out.
That was fun, right?
Given the title “One in a Billion,” we took this effort to be less of a direct rip on Under Armour than a push back against the idea that Chinese society breeds automatons—a principle that may or may not apply to athletes and bureaucrats alike.
At any rate, this is 72’s first China-based campaign for Adidas since winning global AOR duties on the brand away from 180LA in 2015, and the client doesn’t seem too interested in explaining a message that will be clearer to Chinese consumers.
CREDITS
VP, Global Brand Communications: Ryan Morlan
Director, Global Brand Communications: Jenny Chen
Senior Manager, Creative Production & Shoot: Eleanor Fitzgerald
VP, Brand Director Sports Performance – adidas China: Marc Leroux
VP, Brand Activation – adidas China: Philip Ho
Senior Director, Brand Communications – adidas China: Josephine Tsai
Director Brand Communications – adidas China: Lorna Luo
Manager Brand Communication Training – adidas China: Amy Fan
Featured in the Campaign
China National Volleyball Team Player: Hui Ruo Qui
China Olympic Swimmer: Ning Ze Tao
Former European Football Player: David Beckham
72andSunny Los Angeles and 72andSunny New York
Chief Creative Officer, Co-Founder: Glenn Cole
Group Creative Director: Frank Hahn
Creative Director: Wei Wei Dong
Creative Director: Matthew Carey
Creative Technologist: Tim Grover
Writer: Ben Wiley
Designer: Brandon Mai
Chief Production Officer: Tom Dunlap
Executive Producer: Kerli Teo
Producer: Jenny Jones
Group Brand Director: James Stephens
Brand Director: Ryan Warner
Brand Manager: Brian Kim
Brand Coordinator: Brittany Allen
Group Strategy Director: Sudeep Gohil
Strategy Director: Ginger Xiang
Senior Strategist: Marc Pardy
Partnerships & Legal Director: Christina Rust
Partnerships & Legal Manager: Kelly Ventrelli
Junior Partnerships & Legal Manager: Noah Winter
Production:
Prettybird
Director: Max Malkin
Co-Founder / Executive Producer: Kerstin Emhoff
Vice President / Executive Producer: Ali Brown
Director of Production: Tracy Hauser
Producer: Matt Wersinger
Editorial:
Lost Planet NY
Editor: Bruce Herrman
Executive Producer: Krystn Wagenberg
Producer: Paolo Solarte
Sound Design:
Barking Owl
Sound Designer: Michael Anastasi
Executive Producer/ CD: Kelly Bayett
Producer: Ashley Benton
Finishing/VFX:
The Mill NY
Executive Producer: Melanie Wickham
Senior Producer: Eliana Carranza-Pitcher
Production Coordinator: Ashley Goodwin
Shoot Supervisor: Eliza Randall
2D Lead Artist: Ilia Mokhtareizadeh
2D Artists: Vi Nguyen, Andre Vidal, Mikey Smith, Kyle Zemborain
Motion Graphics: Laura Nash, Chris Mennuto
Color:
The Mill NY
Colorist: Mikey Rossiter
Color Assist: Nate Seymour and Elias Nousiopoulos
Executive Producer: Dee Allen
Color Producer: Natalie Westerfield
Color Coordinator: Evan Bauer
Mix
Heard City
Audio Mixer – Eric Warzecha
Audio Producer – Andi Lewis
Audio EP – Sasha Awn
Music
Apparat “Ash/Black Veil”
Music Supervision: Daniel Cross