Every Fashion Week, labels stage extravagant shows catering only to the elite. Me&City did the opposite, launching their newest collection with a show tailored to the digital savvy youth: "Fashion Street View."
Tencent Street View as the key media with it’s huge user base, 0 media investment, and will last forever. Pairing with minimal paid media such as EPR / video site pre-roll, to maximize the campaign.
Over 20,000,000 views, 800 times than the audiences of shanghai fashion weeks, products are sold out within 2 weeks after the launch.
Title of Ad : FASHION STREET
Advertiser/Client : ME&CITY
Agency: FRED & FARID SHANGHAI
Chief Creative Officer: FRED & FARID
Creative Director: FENG HUANG
Case Video Creative Director: ASTERIO GUTIERREZ
Business Director: GREGOIRE CHALOPIN
Copywriter: ASER CAO
Social writer: YAN ZHANG
Art Director: PIERRICK JEGOU, NICOLAS LIBERMAN, SYLVIE KINN
Account Service: VINCENT LU
Brand Strategist: JING QIAN
Digital Strategist: LIANG LIAO
Social Planner: SEN LIU, YI ZHANG
Agency Producer: JING ZHANG
Digital Producer: JOEY WANG
Director & Photographer: PIERRICK JEGOU
Film Production Agency : KILLDEATH
Editor & Music Supervisor: BLINDE WU
Case Video Editor : GUOYU WANG；YANFENG XU
Client: LONG ZHOU, ZHUOQUN WANG, DANIEL SILVA, MARIA GARCIA GONZALEZ
Media Cooperation (Tencent) : ZIQIAN QIAN, SUJIE YAN, JULIE CHEN, CICI BAI, JINGKE ZHANG
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