CVN

New Year, New You

Client – ESPRIT

Senior Producer & Project Manager – Syvian

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.

ESPRIT & Zhou Dongyu work together to champion “new woman”, 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.