Semir created a “Your Tee, You Define!” campaign to allow the young consumers to express themselves creatively on T-shirt designs. The campaign integrates online viral video, a campaign promotional website and street level pop-up stores to inspire and to engage young consumers. It unveils endless possibilities of expression.

In the first 60 days of the campaign:- 2,800,000 views of online videos on Tudou.com!- 310,000 visits and over 10,000 T-shirt ideas and design submissions onto campaign website!- Most viewed campaign on Campaign Asia website and wide PR coverage from in and outside China!As of now, it is still building…However, the biggest success was the biggest problem. Semir has to deal with large numbers of highly controversial T-shirt design ideas and expressions to ensure regulatory compliance in China.