adidas neo has teamed up with Gudetama, the popular Sanrio character to launch a summer social campaign on Douyin (TikTok China). The campaign created by TBWA\Shanghai, aligns with the summer launch of adidas neo’s Gudetama apparel and sneaker collaboration.
The summer dance challenge on Douyin, the short video streaming app, encourages users to “share their own interpretation of a lazy laidback summery dance video and adding the hashtag #goodday大妈舞.”
“Keeping in line with Gudetama’s laidback relaxed playful attitude, we added a surprising sunny twist to the youthful campaign by creating a similar-sounding phrase ‘goodday’ ‘大妈’ which can also be interpreted as Gudetama. ‘大妈’ meaning ‘elderly lady’ in Chinese,” said Ronnie Wu, chief creative officer, TBWA China.
“As a result of this wordplay, we invited a vibrant elderly lady to lead the video dance challenge, resulting in a surprising and inclusive revelation that youth is an attitude, which extends across generations.”
“adidas neo is recognized for its freshness, energy and optimism, which are playfully expressed in our latest summer campaign. We look forward to consumers joining in and enjoying the summer dance challenge and celebrating a laidback leisurely sporty summer with neo,” said Josephine Zhou, senior director brand communication, adidas neo.
The campaign was produced and shot by BOLT China, TBWA’s inhouse content studio, and is promoted through Douyin and Weibo.
adidas neo’s and Gudetama apparel and sneaker collaboration is available only in China.
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