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We created a campaign for Abercrombie & Fitch titled FACE YOUR FIERCE, featuring Chinese pop star and motorcycle racer Wang Yibo.
Outside influences, others’ opinions, societal labels—none of these are reasons not to live life to the fullest. Being young means taking risks and chasing dreams, but too many young people today faced with a challenge or trying something new are paralyzed by fear. They second-guess themselves and don’t realize what they’re capable of.
Others, like Wang Yibo, know that the future belongs to the fierce and fearless. He’s at the top of his game in music and motorcycle racing, but he isn’t afraid of stepping into unfamiliar terrain, like skateboarding. He may be a novice, but he doesn’t let that stop him, and after every scrape and spill, Yibo just dusts himself off and tries again. He tunes out the naysayers telling him to stick to what he knows, because for him, the challenge is the allure. Failure is just a pitstop on the road to success. His story inspires young people to be to their fullest selves and tap into their fierceness as a way to overcome self-doubt, try new things, and ignore the critics.
The campaign ran in nationwide online / offline media, retail outlets, e-commerce platforms, and select brand events.
“天生无束”是我们为 Abercrombie & Fitch 创设的广告案例，由中国流行歌星和摩托手王一博代言。
外界的论点，大众的眼光，社会的标签——这些都不应是束缚自己的理由。年轻，意味着冒险和追逐梦想。但当下有太多年轻人，在面对挑战或尝试新事物的时候，会被恐惧所支配。只有当他们回看的时候才会意识到自己的能力。
但还有另一批人，就像王一博，他们知道未来属于无所畏惧的人。王一博在音乐和摩托车比赛中名列前茅，但他并不害怕踏入不熟悉的领域——比如滑板。在这个领域他是个新手，可什么都不能阻止他的步伐，每一次刮擦和跌倒后，王一博拍一拍身上的尘土，就从头再来。他让所有的反对者都刮目相看，因为对他来说，挑战本身就是最大的吸引力：失败只是通往成功之路上的一块垫脚石。他的故事激励新生代充分发挥自己，克服自我怀疑、尝试新事物，忽略那些指指点点的看客。
该套物料内容被广泛应用于线上社交媒体，天猫，品牌店铺及线下活动。
Campaign Teaser
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GIFs
Key Visuals
