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Adidas celebrate the Olympic Games plans to implement a series of ads come out - Adidas, Olympics, advertising - sports and leisure industry

Night, Adidas in Beijing held a grand launching ceremony Yongdingmen celebrate the 2008 Beijing Olympic Games plans into effect. Wang Jun, deputy director of the State Sports General Administration and the Beijing Olympic Organizing Committee some officials attended the conference. Olympic champion, the famous diver Hu Jia and volleyball star Feng Kun, Zhao Ruirui also invited to the meeting.

  Since 1928, founder Adi - Dassler produced for the Amsterdam Olympic athletes began the first pair of spiked shoes, Adidas will be a close relationship with the Olympic Games. Beijing 2008 Olympic Games as a partner, Adidas introduced the "along with 2008, not impossible" as the theme of the Olympic ad campaign, in order to interpret the Olympic brand proposition.

Adidas believes that the Olympics is not merely a player, it goes far beyond the arena of the outcome, the 2008 Olympic Games in Beijing, China, Chinese people's passion for the Olympic Games the whole country will become a real Sports country. "With the 2008, not impossible" the idea of the resulting: public participation, shared the Olympic Games, all the people for their support will encourage the Chinese athletes on the field pushing hard to create success; and in that spirit, the same will inspire ordinary people, in real-life challenge themselves to complete their story is not impossible. Adidas aims to combine the ideas of its range of market activity for the majority of Chinese consumers to provide a more direct, more real Olympic platform, people who know Olympic athletes have the opportunity to close, feeling the Olympic spirit, sharing the Olympic Games passion.

For this idea, managing director of Adidas Greater China, Mr. Bowen Kang explains: "The concept of line with our vision for the development of sports. Through this concept, we hope to convey to you is: Adidas and all athletes and sports fans stand shoulder to shoulder. 'with' the concept of showing the entire Chinese people to unite in strength: When 1.3 billion people together when there is nothing impossible. "

Through multi-faceted research, Adidas found that many Chinese people to understand not just stop at the Olympic Games "a sporting event", they also wish I could be involved, become part of the Olympic Games. Therefore, the Adidas Olympic series of ads around the creative people on the Chinese athletes started their love and support, through the most direct, the most shocking images tell the people in support of the country, the Chinese athletes in the Olympic another seemingly impossible to complete a story. In the TV ad, viewers will see the unremitting struggle of the Chinese women's volleyball girls, Athens Olympic champion Hu Jia, with the pain for the tenacious struggle of the women's basketball player Sui Feifei and the way the soccer star Zheng Zhi came rain were 10 million pairs of people's hands hold up, composed of thousands of Chinese in the Olympic arena to exert themselves.

Responsible for this series of ad creative TBWA China Creative Director Zhou Jinxiang said: "We want to do is not an ordinary Olympic advertising, just pass a simple business information. With this idea, we hope for each ordinary construction from an all Chinese people can participate in space, to join the ranks of the Olympic Games, this is where the true Olympic spirit. "

To explain to viewers, "with 2008, not impossible," meaning, create everyone involved, Lift athletes realistic scenes, filming TV commercials using real and synthetic way of computer animation: film crew in the studio, computer animation describe the virtual pitch, swimming pool, volleyball court, shot in each scene by real people, close-range vision of hand-painted people and the use of the "Lord of the Rings" and other Hollywood movies in frequently used "Massive" program produced out of composed of virtual crowds. For example, a scene in Hu Jia, the production team used 50 as the prospect of real, hand-painted figures of 100 and 15 000 for close-range vision for virtual characters. It is reported that the use of the entire total of 50,000 television advertising virtual characters.

In addition, in order to show the reality of motion, filming the whole process of television advertising is full of challenges: from the header for the shooting Zheng Zhiyue lens, Zheng need cables hanging off; to create Sui dribble in a crowd effect crew erected a giant runway; to take to reproduce the Athens Olympics 10-meter platform Hu Jia winning leap of the scene, crews spent three machines plus a shooting underwater cameras to ensure best results.

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