Cannes Lions
OGILVY SHANGHAI, Shanghai / SEMIR / 2009
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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".
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