Anta: LI XIAOXU by J. Walter Thompson Shanghai for Anta

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Anta: LI XIAOXU

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Industry Apparel, Clothing & Footwear, Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Elvis Chau, Yang Yeo
Creative Director Terence Leong
Art Director Chao Zhang
Copywriter Salome Zhang
Photographer Jonathan Tay, Rj Teo
Account Supervisor Edward Dai
Illustrator Casper Franken
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Bars, Restaurants & Stores, etc. Bronze

Credits & Description

3 of 3 Campaign
Type of Entry: Ambient
Category: Bars, Restaurants & Stores, etc.
Title: ZHOU PENG
Advertiser/Client: ANTA SPORTS PRODUCT
Product/Service: SPORTSWEAR
Entrant Company: JWT SHANGHAI, CHINA
Advertising Agency: JWT SHANGHAI, CHINA
Executive Creative Director: Yang Yeo/Elvis Chau
Creative Director: Terence Leong
Art Director: Zhang Chao
Copywriter: Salome Zhang
Account Supervisor: Edward Dai
Illustrator: Casper Franken (Shotopop)
Photographer: Jonathan Tay/Rj Teo (Cliq)
Other Credits: Retouching:amoeba/Production House:cliq Asia Ltd/Designer:zhang Chao/Casper Franken (Shotopop)
Description of Ambient execution:
What kind of jeans represents genuine street culture?
MJeans develop a new type of denim wash, a wash that is different from the common stone wash; it is called “skate wash.” Using denim to cover up an entire skateboard park, we were able to create an unusual outdoor advertisement. Skateboarders and roller bladders, come regularly to skate on the denim. After going through numerous wear and tear created from the friction of the wheels, a new type of authentic denim is born, the denim is then shipped back to the factory for tailoring, where the denim is then formed into a genuine pair of street wear created by MJeans.