Cannes Lions

LUXURY FOR KIDS

CHEIL CHINA, Beijing / NEW CITIZEN PROGRAM / 2013

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

We selected a high-end shopping mall set up a luxury bag exhibition; only among the branded bags, there is one plain school bag which is also a luxury item - a real luxury to the migrant children. While customers thought they were wandering in a luxury exhibition, the school bag got them in surprise.

Similar Campaigns

9 items

2 Cannes Lions Awards
Project Understood

FCB, Toronto

Project Understood

2022, CANADIAN DOWN SYNDROME SOCIETY

(opens in a new tab)