Paper Stone Scissors reveals first campaign for FILA China following appointment to creative account
Australian creative agency, Paper Stone Scissors, has revealed the first campaign it has produced for sportswear brand FILA since it was appointed as creative and strategic communications partner for FILA China in March this year.
The campaign launched in China on 13 April, but was shot in Sydney just prior to the COVID-19 lockdown. Further art direction took place between the agency in Australia and the brand in Shanghai through remote channels.
The agency said it was FILA China’s most successful campaign, with the collection it was promoting selling out in the first 24 hours.
Struggling to understand why a campaign produced for China talks about connecting with consumers but doesn’t even attempt to include any Asian talent or any ethnic diversity for that matter.