FRED & FARID SHANGHAI (CHINA)
|Domyos (Oxylane Group), Cardio-Training Practice and Textile «Cardio» line: "Taichiphop"||42-03314-INT|
Agency (& City): FRED & FARID SHANGHAI
Executive Creative Director: Fred & Farid
Creative Director: Feng Huang
Art Directors: Laurent Leccia, Ying Zhang
Copywriter: Laurent Leccia
Production Company: Les Telecreateurs
Film Director: Stephanie Di Giusto
Production Company Producer: Helene Daubert
Agency Producers: Alexandra Marik, Terry Jin
D.O.P: Shawn Kim
Editing Company: Les Telecreateurs
Post Production: Digital District Shanghai
Advertiser's Supervisor: Berengere Mangin
Account Manager: Guillaume Leroux
French fitness brand Domyos wanted to emerge in China but there was a problem of credentials, because France is not the country of sports, even less of fitness.
The brief was to create immediate affection for Domyos in China, not to be perceived as French but as the only International brand making benefits and pleasure of fitness accessible to all.
Instead of pushing fitness rules, we conceived a tailor-made sport for chinese people, by re-inventing the traditional in a modern context: finding the most known ancestral sport in China which fits with Domyos’ discipline (Tai-Chi-Chuan), and to mix it with the best western sport that can echoe (Hip-Hop). We named it Tai-Chip-Hop.
Tai-Chip-Hop was promoting through a video star introducing the gesture, which inspired many parodies, a giant training area in Shanghai, an initiation tour in China and an online platform with tips to learn.
During 7 weeks of orchestration, Domyos sales went over 80% and 479,798,778 netizens follow the Tai-Chip-Hop story on chinese social media Weibo.