|Entrant||OGILVY SHANGHAI, CHINA|
|Type of Entry||TV/Cinema |
|Category||Clothing, Footwear & Accessories|
|Product/Service||SEMIR CLOTHING |
|Entrant Company:||OGILVY SHANGHAI, CHINA|
|Advertising Agency:||OGILVY SHANGHAI, CHINA|
|Production Company:||PHENOMENA Bangkok, THAILAND|
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", which really impressed its relevant audience with its young, bold, and humourous honesty.