adidas "One in a billion" (2017) 1:00 (USA)

There may be a billion in China but there is only one you is the main message of this spot. On the surface it is attempting to buck traditional Chinese thinking which deemphasize individuality and appeal to the millennial Chinese with money to spend and a desire to stand out. Granted most of the shots are demonstrating group sports. And in fact the whole premise is based on collectivism. Each sport influences another sport, so everyone is exhibiting their creativity in an appropriately collective manner. The jogger influences the football player etc. But in the end that influence extends to the entire sport or the entire team.
And when it comes to team sports, that's not a bad thing. Besides, adidas has always been a "we" brand, not a "me" brand like Nike. Even when they focus on an individual athlete it tends to be one who seems like they're humble If anything, this spot aims to appeal to the biggest mass audience in China by focusing on the national athlete superstars like China's National Volleyball player Hui Ruo Qui, Olympic Swimmer: Ning Ze Tao not to mention international superstar and all around good guy David Beckham.

Client: Adidas
VP, Global Brand Communications: Ryan Morlan
Senior Director, Global Brand Communications and Media: Lia Stierwalt ​
Director, Global Brand Communications: Jenny Chen
Senior Manager, Creative Production & Shoot: Eleanor Fitzgerald
VP, Brand Director Sports Performance - adidas China: Marc Leroux
VP, Brand Activation - adidas China: Philip Ho
Senior Director, Brand Communications - adidas China: Josephine Tsai
Director Brand Communications - adidas China: Lorna Luo
Manager Brand Communication Training - adidas China: Amy Fan
Agency: 72andSunny Los Angeles​, New York
Chief Creative Officer, Co-Founder: Glenn Cole
Group Creative Director: Frank Hahn
Creative Director: Wei Wei Dong
Creative Director: Matthew Carey
Creative Technologist: Tim Grover
Writer: Ben Wiley
Designer: Brandon Mai
Chief Production Officer: Tom Dunlap
Executive Producer: Kerli Teo
Producer: Jenny Jones
Group Brand Director: James Stephens
Brand Director: Ryan Warner
Brand Manager: Brian Kim
Brand Coordinator: Brittany Allen
Group Strategy Director: Sudeep Gohil
Strategy Director: Ginger Xiang
Senior Strategist: Marc Pardy
Partnerships & Legal Director: Christina Rust
Partnerships & Legal Manager: Kelly Ventrelli
Junior Partnerships & Legal Manager: Noah Winter
Production: Prettybird
Director: Max Malkin
Co-Founder / Executive Producer: Kerstin Emhoff
Vice President / Executive Producer: Ali Brown
Director of Production: Tracy Hauser
Producer: Matt Wersinger
Editorial: Lost Planet NY
Editor: Bruce Herrman
Executive Producer: Krystn Wagenberg
Producer: Paolo Solarte
Sound Design: Barking Owl
Sound Designer: Michael Anastasi
Executive Producer/ CD: Kelly Bayett
Producer: Ashley Benton
VFX: The Mill NY
Executive Producer: Melanie Wickham
Senior Producer: Eliana Carranza-Pitcher
Production Coordinator: Ashley Goodwin
Shoot Supervisor: Eliza Randall
2D Lead Artist: Ilia Mokhtareizadeh
2D Artists: Vi Nguyen, Andre Vidal, Mikey Smith, Kyle Zemborain
Motion Graphics: Laura Nash, Chris Mennuto
Color: The Mill NY
Colorist: Mikey Rossiter
Color Assist: Nate Seymour and Elias Nousiopoulos
Executive Producer: Dee Allen
Color Producer: Natalie Westerfield
Color Coordinator: Evan Bauer
Mix: Heard City
Audio Mixer: Eric Warzecha
Audio Producer: Andi Lewis
Audio EP: Sasha Awn
Music Ash/Black Veil, by Apparat
Music Supervision: Daniel Cross

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