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ADIDAS – Create your moment now.

https://www-ccv.adobe.io/v1/player/ccv/CAUNrCDCoEY/embed?api_key=behance1After two months of lockdown, cities nationwide started to ease restrictions, and the situation relating to the epidemic began to gradually improve.We knew an impactful campaign could be created if we could act fast and seize the moment.Adidas, has always called on people to have the courage to create. We used that ethos and call,…

ADIDAS – Create your moment now.

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https://www-ccv.adobe.io/v1/player/ccv/CAUNrCDCoEY/embed?api_key=behance1

After two months of lockdown, cities nationwide started to ease restrictions, and the situation relating to the epidemic began to gradually improve.
We knew an impactful campaign could be created if we could act fast and seize the moment.
Adidas, has always called on people to have the courage to create. We used that ethos and call, to drive our own creativity to solve a problem we now faced – how do you make a national level campaign while everything is shut down?
Once we settled on a creative direction with the client, we worked together with the client to find suitable footage that was shot for Adidas through the previous year. These became the crucial pieces of footage we needed to create the campaign. 
The result, a piece that calls on viewers to seize the moment, to look at the difficulties they have faced over the past months as another obstacle one must overcome in the pursuit of their goals. All this while not directly mentioning the epidemic in the copy or the video.

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SCRIPT

WE HAVE WAITED FOR THIS MOMENT FOR FAR TOO LONG 
THE MOMENT WE CAN TURN OFF THE TV 
THE MOMENT WE CAN LACE UP AND GET READY TO GO 
THE MOMENT WE CAN RETURN TO THE PLACE WE BELONG

THERE ARE NO MEDALS TO BE WON IN OUR DAILY LIVES
THERE ARE ALSO NO BORN WINNERS 
WHAT IT MEANS TO BE A CREATOR IS TO POSSESS THE DETERMINATION 
TO TURN DIFFICULTIES INTO POSSIBILITIES 

LET'S ALL WALK TOGETHER ON THE ROAD AHEAD 
TO RUN, TO WIN AND TO FIND OUR NEXT STARTING POINT

THIS MOMENT, LET'S PASS ON OUR BATON
NOTHING CAN STOP US NOW FROM CREATING THIS MOMENT 

CREATE YOUR MOMENT NOW

_________________________________

这一刻,等太久了
等把电视关掉
等把鞋带系紧
等我们重返主场

生活中没有奖牌
也没有什么天生赢家
所谓创造只不过是下定决心
把困难炼造成一次又一次的奇迹

我们一路向前
去跑,去赢,去寻找新的起点

这一刻,握紧手中的接力棒
没有什么可以阻挡我们
再次创造
即刻,去创造

CREDITS
Creative Agency: Beijing Haomai Advertising
Production House: Wumu Film
Footage: Adidas
Client: Adidas

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