Synopsis

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.

CREDITS

Brand: SHANG XIA

Agency: FRED & FARID SHANGHAI

Date (on air): Aug 23rd, 2013

Executive Creative Directors: FRED & FARIDCreative Director: FENG HUANGArt Director: YIQING LIPhotographer: PIERRICK JEGOUCopywriter: FRANKIE SHENAgency Producer: TERRY JINStrategic Planner: YI ZHANGAccount Manager: CHAN LIAccount Director: GREGOIRE CHALOPINProduction Company: KILLDEATHAgency Producer: DEJI ODULATEMusic: DOU WEI