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News de l'agence FRED & FARID

Shang Xia « The Seed Sower » by Fred & Farid Shanghai

21 janvier 2014

 

SHANG XIA is a soulful Chinese brand, created by Jiang Qiong Er and French luxury brand Hermes. It aims at protecting and celebrating traditional Chinese craftsmanship, but with modern contemporary design.

To touch the soulful audience, honestly interested in the brand’s way of life and philosophy, on the occasion of SHANGXIA-opening-in-Paris, we invented the story of a mysterious masked man, wearing the traditional Han Fu. He traveled from China and brought the “culture” seeds to Paris. We let the curiosity grow in social networks until the brand revealed the truth in the official opening.

This case found the right balance between social media conversations’ rules, and the spirit of a luxury soulful brand.

The Seed Sower: http://www.youtube.com/watch?v=TCs6Dd7ItNI

 

CREDITS

Campaign: The Seed Sower
Brand: SHANG XIA
Agency: FRED & FARID SHANGHAI
Date (on air): Aug 23rd, 2013

Executive Creative Directors: FRED & FARID
Creative Director: FENG HUANG
Art Director: YIQING LI
Photographer: PIERRICK JEGOU
Copywriter: FRANKIE SHEN
Agency Producer: TERRY JIN
Strategic Planner: YI ZHANG
Account Manager: CHAN LI
Account Director: GREGOIRE CHALOPIN
Production Company: KILLDEATH
Agency Producer: DEJI ODULATE
Music: DOU WEI

FRED & FARID GROUP is a digital communication group based in Paris and Shanghai founded by Frederic Raillard and Farid Mokart, Cannes Grand Prix 2009 winner.

More on: www.fredfarid.com