Tattoos tell story of Chinese badminton star Lin Dan for Intel

The Beijing office of ad agency JWT has created a series of online films for Intel that invite viewers to ‘Look inside’ to find love, belief, courage and power.

The films, directed by Hailong Li, feature two time Olympic champion and five time world champion badminton star Lin Dan whose tattoos tell the story.

The five stars on Lin’s lower left arm signify his ‘Gold’ Grand Slam, when he earned an Olympic Gold and four worldwide titles in one year.

On his lower left arm are the initials of his wife Fang Fang, herself a former world champion. Lin’s own initials, topped by a lopsided crown, are on the back of his neck.

The tattoo on his upper right arm reads “Until the end of the world”, the theme song from Slam Dunk, Lin’s favorite anime film.

On Lin’s left upper arm is a tattoo of a cross that represents his bond with his grandmother, who visited him twice a week at the sports school where he lived from the age of nine.

Lin’s own initials are on the back of his neck.

“We wanted to allow Lin Dan’s tattoos to tell the public his story. As each story unfolds, we see how Lin himself looks inside for inspiration,” said Polly Chu, chief creative officer of JWT Beijing.

Credits:

Creative：Polly Chu; Gary Wang
copywriter：Gary Wang; Theresa Ong; Tenten Ma
Producer： Amber Yu; Tetsu Bi
Director：Hailong Li
Production Company: Draft and Real

Comments

My favourite ad campaign of all time: The Avis ‘We Try Harder’ print series of 1962

Legendary ad agency Doyle Dane Bernbach was able to turn being number two car rental brand in the market into a true marketing advantage by way of brilliant copy and placement – writes Patrick Michael Balo of Ace Saatchi & Saatchi in Manila In the early 1990s, I was a journalism student taking up an advertising class because – well, I needed an elective. The class was pretty mundane until one day our teacher asked us to take a fake brand’s position as the number two player in its category, and make it the brand’s biggest selling point. Of course, everyone failed miserably and for what was probably the first time that semester, I was genuinely intrigued by the task. It was then that I was first blown away by what I still consider to be the most ingenious print ad series in advertising history. Yes, I’m talking about the Avis ‘We Try Harder’ print series of 1962 in the United States, where ad agency Doyle Dane Bernbach was able to turn being number two into the best argument fo...

What Marketers Can Learn from Timothée Chalamet’s Social Media Strategy

Timothée Chalamet has established himself as one of the most recognizable and influential actors of his generation. However, beyond his acting talent, Chalamet has also demonstrated an impressive ability to use social media in a way that captivates audiences and strengthens his personal brand. While many celebrities heavily rely on paid promotions, brand endorsements, and constant online presence, Chalamet's approach is distinctively different. His selective and strategic use of social media creates intrigue, maintains authenticity, and fosters deep engagement with fans. For marketers, Chalamet’s strategy offers a masterclass in digital branding and audience engagement. This article explores key aspects of his social media presence and the lessons marketers can apply to build authentic and impactful brand strategies. 1. The Power of Selective Posting One of the most remarkable aspects of Timothée Chalamet's social media strategy is his selective posting. Unlike many celebriti...

What Chanel Can Teach Us About Luxury Marketing

Luxury brands operate in a unique segment of the market where exclusivity, heritage, and storytelling are key drivers of success. One of the most iconic luxury brands in the world, Chanel, has mastered the art of luxury marketing, setting an example for other brands aspiring to achieve a similar level of prestige. From its roots in haute couture to its dominance in fragrance, accessories, and beauty, Chanel continues to define and redefine what luxury means. This article explores the essential marketing strategies that have contributed to Chanel's enduring success and how businesses can learn from its approach to build their own luxury brand. 1. The Power of Heritage and Storytelling Chanel’s marketing strategy heavily relies on its rich heritage and the captivating story of its founder, Gabrielle "Coco" Chanel. Her journey from an orphaned child to a fashion icon is a narrative that resonates with consumers, reinforcing the brand’s authenticity and timeless appeal. Key...

Mumbrella Asia

Search This Blog