TBWA Shanghai creates Adidas CNY film celebrating China’s rising football stars
Adidas has unveiled a touching and emotionally resonant Chinese New Year film that celebrates China’s next generation of football talent. Centered around the song ‘Happy New Year’, the film, created by TBWA Shanghai, showcases young footballers from Xu Genbao Football Base and Tsinghua University High School Football Team, who pause their festive celebrations to reunite with their football family – coaches and teammates – during Chinese New Year. The film beautifully captures their passion for the game and the joy football brings to their lives.
The film pays homage to the heart and dedication of China’s youth footballers and reflects the shared spirit of football, resonating with Chinese New Year values of family, togetherness, hope, and optimism for the future.
The film features poignant moments of the young athletes both on and off the pitch, including scenes of them training together in the snow, enjoying dumplings, and dancing as they pursue their passion for football. These intimate moments reveal how football seamlessly weaves into their lives and culture. The film concludes with young players sharing their personal football hopes for the future.
The 1 minute 25 seconds film was released on adidas’ official social media channels including WeChat, Rednote, Douyin and Weibo, as well as on vertical football media.
In China, adidas is committed to advancing China’s football dream through strategic partnerships and support of key youth football initiatives including the China Football Development Foundation and the China High School Football League.
