SEMIR: GYMNASTIC

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Released:	June 2009
Advertiser:	SEMIR
Brand name:	SEMIR CLOTHING
Agency:	OGILVY
Country:	China
Category:	Clothing & footwear
Awards:	Cannes Lions 2009 Film Silver
Tags:	Cannes Lions 2009

Credits:

Type of Entry: Product & Service
Category: Clothing, Footwear & Accessories
Title: GYMNASTIC
Advertiser/Client: SEMIR
Product/Service: SEMIR CLOTHING BRAND
Entrant Company: OGILVY SHANGHAI, CHINA
Advertising Agency: OGILVY SHANGHAI, CHINA
Creative Credits
Executive Creative Director: Kevin Lee
Creative Director: Kevin Lee/Fiona Chen
Copywriter: Adams Fan/Yanli Song/Kevin Lee
Agency Producer: Aywei Wong/Ray Wu/Winnie Young
Production Company: PHENOMENA Bangkok, THAILAND
Director: Araya Suriharn (joey)
Producer: Darin Phiungkeo
Editor: Sippanart Oransaritkul
Sound Design/Arrangement: Tosapol Prasert
Music: Artist/Title: Cine Digital Sound
Art Director: Kevin Lee/Colin Lee/Minsheng Zhang/Will Tao/Robin Wu
Lighting: Prapope Duangpikul/Numpon Jarak
Post Production: Oriental Post, Bangkok
Other Credits: Composer: Pason Thirawat
Details
Brief Explanation:
In the run up towards the 2008 Beijing Olympic Games, many clothing brands jumped on the "Higher, Swifter, Stronger" bandwagon. This cluttered the media with boring, repetitive advertising, as every advertiser is saying the same thing, at the same time. Semir, however, took a totally different approach. They distinguished themselves from other brands with a unique expression: "I suck at sports, but I look good".