Guang Zhou 2010 Asian Games: Love

Ogilvy & Mather Shanghai’s courageous ‘Love’ campaign promotes 361 sportswear in conjunction with the Guang Zhou 2010 Asian Games in China. For director Ben Quinn it was love at first sight of these scripts, “The idea of equating feelings associated with sport with those of love is really different and exciting… but it did strike me that whilst love is beautiful, it also hurts like hell. So to viscerally connect with the audience, we’d have to explore the full gamut of feelings.” His vision to push their ideas further was brave but even early on, it was clear to O&M that the payoff would be totally arresting.