Creativity

French Fitness Brand Takes China By Creating 'Tai-Chip-Hop'

Domyos Enters Eastern Market By Proving that Fusing Cultures Isn't a Bad Thing

Published on Dec 03, 2013

Editor's Pick

The French aren't exactly known for their fitness. But when French fitness brand Domyos wanted to enter the Chinese market, they decided they shouldn't do it by introducing Western athleticism to the East, but by melding the two. Enter Tai-Chip-Hop (Tai Chi, meets Hip Hop.) The campaign, created by Fred & Farid Shanghai, started with a viral video of two young women battling it out in a dance arena, one doing Western hip hop moves, the other, Eastern Tai Chi. But their moves soon fused together to create a new dance discipline.

Then, Domyos took it further, by challenging dance teams in China to do their own Tai-Chip-Hop routines. Winning teams toured the country, and gym instructors soon started calling Domyos to get the moves down for their own fitness classes. The idea was to show that a foreign entrant into China could result in a new way of looking at sports, for all. According to the agency, Domyos sales shot up over 80%, thanks to the campaign.

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About

Credits

Date
Dec 03, 2013
Agency:
Fred & Farid Shanghai
CD:
Feng Huang
Client:
Domyos
Brand Supervisor:
Nathalie Normand
CW/Art Director:
Laurent Leccia
Art Director:
Ying Zhang
Agency Producer:
Alexandra Marik
Agency Producer:
Terry Jin
Producer:
Helene Daubert
Direction:
Stephanie Di Giusto
DOP:
Shawn Kim

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