Travel In Style
The Challenge
After D&G’s controversial marketing campaign with the chopsticks, luxury brands like Canali were nervous about their social content. They cancelled a global video due to internal concerns on the message, and asked the local China team to re-create an idea that would be safe while promoting the new seasonal fashion collection.
The Solution
Chinese New Year is a big travelling occasion for Chinese, so we came up with the idea of “Travel In Style with Canali”. We created a series of 3 packing tutorials using stop motion techniques. We taught consumers to dress in 3 different styles – Tech Geek, Fashionista and Artistic. It was a mix and match approach using the pieces from the new collection as a way to showcase versatility and style. For the Chinese New Year video, we kept the same stop motion style as a way to greet consumers all informed by the Canali CNY special collection.
Social Content
