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

By Erik Oster 

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.

Title: TGIF
Creative Agency: TBWA\Shanghai
Client: Adidas China
Group Creative Director: Patrick Tom
Creative Director: Kate McMullen
Associate Creative Director: Jordan Dong
Senior Art Director: Kenny Huang
Art Director: Idium Duan
Copywriter: Sam San, Shuang Zhang, Patrick Tom
Agency producer: Krystie Koh, Pearl Tan
Managing Director: Brian Swords
Business Director: Catherine Talpey
Account Management: Julia Bian, Ken Wang
Planning: Kevin Choi, Justine Wang
Adidas China Team: Jens Meyer (VP Marketing Sport Performance), Ruby Chiu (Brand Marketing Director, Sport Performance), Monerie Ning, (Brand Manager, Womens & Training)
Media Team: Rohan Lightfoot, Gordan Yap
Director: Bruce Hunt
Production company: Radical Media
DOP: Sebastian Wintero Hansen (Denmark)
Production Designer: Colin Taplin (Berlin)
Executive producer: Chris Tsao
Assistant producer: Jia Shijun, Yiwei Yang
Offline Editor: Martin Leroy (Brussels)
Post production: Volt FX Shanghai
Telecine: Nick Barton, Zuzu Shanghai
Music: The Battles
FAD: Alan Finlay (Berlin), Patty Tsai (Taiwan)
Photographer: Miko Lim
Production Company: Bloc Productions China
Producer: Sion Millet
Retouching: Patrick Lim/Craft Productions
Category / Exposure: TV, Print, Outdoor, Digital
Territories: Greater China