Poetry In Motion
FILA China. Red Line Brand Campaign Pitch
Pitch for FILA China, the Red Line. The campaign concept was requested to be demonstrated for both the brand and a specific product launch.
Facing several challenges and competitors in the Chinese market, FILA were looking for an own-able positioning for being more than a sports and fashion brand.
Through insights and market research, we found a loop-hole where FILA actually represents the elegant sports in China. They are the epotome of active lifestyle and through the classic designs of their product, people who wore FILA have their own identity in their movement. Thus in every single sport they do, they are “Poetry in Motion.”
(red line banding campaign KV)
(product campaign KV for up coming products)