361° | One Asia. One Love | China

361° continues to take on a 'everyday' brand image without endorsing celebrity status athletes in the campaign. The brand bridges the gap between sports and everyday people. The spot is a collage of unknown athletes competing in the 2010 Asian Games. From archery, marathon, weight lifting, tae-kwon do and kabbaddi training, the story illustrates how each contestant from different Asian countries trains for the event. The 'One Asia. One Love' project shows lengths people will go for their love of sports.

The campaign will initially launch through major online portals in China including Tencent, Sina, Sohu and 163.com before extending to a nationwide launch closer to the Games next November.

361° is the officially prestige partner of the Guangzhou Asia Games. The brand was launched in 2004.




Credits:
Project One Asia. One Love
Client 361 Degrees
Creative agency Ogilvy & Mather, Beijing
Managing director Joyce Chang
Regional creative president Eugene Cheong
Regional creative directors Jason Aspes, Stuart Mills
Associate executive creative director Wilson Chow
Head of TV production Jeff Wong
Art director Jeff Wong
Production company Smuggler
Director Henry Alex Rubin
Executive producers Patrick Milling Smith, Brian Carmody, Lisa Rich
Producer Drew Santarsiero
Director of photography Darren Lew
Editorial company PS 260
Editor JJ Lask
Producer Zarina Mak
Post-production company Mass Market
Producer Blythe Dalton
Music Beacon Street
Exposure Onlilne