Introduction
Harrods launched a 3-day online campaign on WeChat Mini-Program targeting Chinese young people. It was a “talk” about lifestyle and luxury between KOL and Chinese customers.
My role
Soft launch creative including a campaign logo, invitations and banners in different channels.
About the idea
I created this logo based on the Chinese character of “talk”. The colour use was different from Harrods’ style to attract young people and test the market. The overall feeling I was expressing was fashionable and futuristic.
The idea of this campaign was a break-through to gain more awareness in China by getting rid of the old brand image and focusing on young Gen Z.
Below creative works were the key visuals for all platforms including 3 giant platforms in China - WeChat, Weibo and Red.
The idea of this campaign was a break-through to gain more awareness in China by getting rid of the old brand image and focusing on young Gen Z.
Below creative works were the key visuals for all platforms including 3 giant platforms in China - WeChat, Weibo and Red.
