P&G China - Power of New

Client: P&G
Agency: Saatchi & Saatchi Shanghai
Year: 2019

Olympic 2020 360 pitch campaign for P&G China, covering campaign manifesto, key visuals, limited editions products, social content/topics, digital H5, and eCom integration. 

The campaign was aimed to targeting the youth, tapping on their behaviour and self values which are tightly relating with the P&G individual brand values (Head & Shoulders/Whispers/Tide/Safeguard/etc). 

Together with our athletes, it was to inspire and unlock more of the inner potential, to celebrate the new power of the younger generation (Post-95) which will continue to bring more gold moments for the country, and for the future.

Campaign visuals on different concepts (within the power of new direction)

Art direction 1

Art direction 2

“POWER OF NEW" MANIFESTO

新力量即将登场，
世界还未见过他们新的模样。

新，不是稚嫩的脸庞
新，在他们的骨子里。
是逆风时的大胆笑，
是对不设限的笃行，
是坚持不懈的韧劲儿，
是打破偏见的执念，
是本色不改的倔强，
是无所畏惧的活力。

表象之下，新是变量，
是从无到无限的力量，
是逆风翻盘的力量。
无论是考场、职场、市场还是赛场，
是时候，去改写，去张扬！
让新力量被世界看见。

因为，新不是一个标签，
新，是一个颠覆想象的力量。

#新的力量 颠覆想像#

Disclaimer: Manifesto video was made using existing footages for conceptual purpose only.

Social / Digital / Limited editions (ecom)