Chinese sport equipment manufacturer ANTA is exitedly looking forward to the Olympics opposed – along with the sports enthusiastic Chinese. And how could this be celebrated better than with an elaborate spot defining the direction in no uncertain terms: “Let's go break through”. The spot features athletes who will soon compete in Rio against the rest of the world to not only beat them – but also to surpass their own legends from the Middle Kingdom. The spot is part of the 'Go Surprise Yourself' campaign of the agency MullenLowe, China, and was staged by Director Mario ZOZIN c/o GoSee member DBC Driven by Creatives, Berlin. In can be seen on TV, online and out-of-home.
ANTA is the official equipment partner of the Chinese Olympic Committee and has designed the Champion Dragon Suit which will be worn by the athletes during the Olympic games and particularly during the awards ceremonies they so hope to attend. The campaign is intended, on the one hand, to motivate athletes, and on the other, to demonstrate to the Chinese public ANTA's patriotism with the battle cry: 'Keep moving!'.
Baiping Shen, Chief Strategy Officer from MullenLowe China summs it up in nutshell: “Each era needs new heroes”, and so the campaign rings in a new era with new heroes. For the visualization, the TVC relies on the breathtaking artistics of the Chinese Olympic gymnastics team, a guaranteed medal winner and, ever since the games in Bejing, a legend in its own time.
The press release on the Olympics outfits tells us: "As a partner of the Chinese Olympic Committee (COC), ANTA Sports has designed the Champion Dragon Outfit (the “winning outfit” which will be worn by Chinese athletes at the Olympic Games award ceremonies in Rio if they win Olympic medals). The outfit was unveiled at the Water Cube and modeled by 22 models and several former Olympic champions. The presentation showcased the ability of ANTA Sports to design an outfit that strongly resonates with the Chinese people’s passion for the Olympic Games. ANTA Sports also launched the Olympic competition outfits for ten national teams: gymnastics, trampolining, weightlifting, wrestling, judo, boxing, taekwondo, rowing, canoeing, and water polo. Together with its Olympic message, 'Go Surprise Yourself”', the company hopes the winning outfit will inspire the national team to show China’s prowess to the world at the Rio Olympics in August......" anta.com/news
