Chinese New Year is a season ripe with possibilities and perspectives. We celebrated these with a campaign for ESPRIT featuring actress Zhou Dongyu that showcases a new generation of women and a new concept of femininity in China (“新“ 女性).
ESPRIT & Zhou Dongyu work together to champion “新“ 女性, a movement inspiring women to pursue their purpose, passion, and lifestyle with confidence, regardless of what’s expected of them.
The campaign was promoted via a collaboration with video platform Douyin（known for its fun dance skits), where target consumers were engaged to share short clips about how they are redefining themselves and empowering their “new woman” in the new year (dance moves optional, but encouraged!)
We also created a print campaign of seasonal looks with Zhou Dongyu.
在该宣传内容期间，我们通过以分享有趣舞蹈而著称的短视频软件平台 – “抖音”进行视频内容的投放合作，呼吁消费者分享她们在新的一年想要成为哪种“新”女性的故事及美好夙愿。