The campaign launched on July 17th with a teaser film in which the brand ambassador, award-winning actress Zhou Dongyu, embarked on a quest to capture the essence of true love. She met several senior couples who have been in love for decades, and learned about their view on true love.
In a very truthful manner, we have unearthed authentic stories of everlasting love. Consumer reactions have been overwhelmingly positive, a testament to the power of emotional storytelling and local relevance. After the conversation was ignited on social media, we revealed the core of the campaign: a four-episode series about the contemporary manifestations of true love.
We selected the strongest statements from our senior couples and set out to show in our series that these quotes are still very much relevant to the new types of love which make hearts skip a beat in contemporary Chinese society.
Starring celebrities Zhou Dongyu and Ying Fang, and shot by director Zhao Dan from Nowness, each episode gives a fresh interpretation to the emotional statements made in the teaser film. Entitled “Idol Love”, “Pet Love”, “Self Love” and “Distant Love” the films invite Chinese youth to proudly share their own personal interpretation of true love with the hashtag #MyLoveMyWay.
Credits:
Client: BURBERRY China
Campaign title: “My Love, My Way.”
Agency: TOMORROW Shanghai
Sr. Copywriter: Jing Zhu
Copywriter: Anabelle Xie
Art Directors: Lihan Zhang, Chenmiao Liang
Head of Copywriting: Jason “JC” Chen
Associate Strategy Director: Dragon Zhang
Strategist: Elinor Qiao
Senior Account Manager: Rui Zhang
Community Manager: Zoe Chu
Agency Producer: Fiona Zhang
ECD: Mihai Gongu
CEO: Rogier Bikker
Production company: NOWNESS
Director: Zhao Dan
DOP: Li Dongjun
Production Coordinator: Tang Qian
Line Producer: Liu Jiangbin
Offline Editors: Cheng Lin & FanC
Executive Producer: Yao Hui
Photographer: Yu Cong
Producer: Chai Hu
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