AGENCY
Ronnie Wu, Chief Creative Officer
Ting Liu, Head of Planning
Joanne Lao, Chief Executive Officer
Han Gao, Group Creative Director
Justine Hsu, Planner
Kristin Tan, Associate Planning Director
Minzzy Ooi, Creative Group Head
Mo Chen, Group Creative Director
Safiro Sun, Senior Account Executive
Stella Chen, Senior Account Manager
SUMMARY
adidas Z.N.E. franchise was in its third year, and saw increasingly stiff competition from fast retail players as a result of the athletisure trend. We needed to find a way to refresh the franchise and disrupt the market.
Knowing the hunger for innovation and novelty our Chinese stylish athletes have, this was paramount to create value for Z.N.E. beyond just the product itself. We zeroed in on the new innovative product feature, and created a device of Rip, Unleash.– highly relevant to stylish athletes’ mentality and media behavior, that translated into a social challenge that inserted Z.N.E. into the culture conversation.
With visually arresting creative, dynamic media formats and desirable social currency, the simplicity of Rip, Unleash. cut through the media clutter and captured our stylish athletes’ short attention span, as well contributing to an overall net sales value growth.
