Cannes Lions
TBWA\KOREA, Seoul / ADIDAS / 2014
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To express the elasticity and explosive energy of the product Springblade, we used objects that use elastic movements and transfer it into explosive energy. In the front part, we showed moments that capture elastic movements of animals and objects such as a frog, a bow, a spring, a diving board, and a trampoline. In the latter part, we placed scenes where such movements transform into explosive energy such as a jumping frog, a champagne bottle being opened, a tennis ball hit against the wall, dolphins and many more. While everything is in black and white, the movement of energy is marked in vivid red, which is also the colour of the outsole of Springblade. Motions are captured in super-slow camera work, thus making the film expressive and dramatic.
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