Launching the People's Republic of Europe
While most products we buy and use in Europe carry the label "Made in China" it holds a stigma of cheap quality and forgettable craftsmanship. Warrior Shanghai is a Chinese sneaker brand, founded in the 30’s, that quickly gained respect from world-class athletes in basketball, volleyball, marathon runners etc. But being a brand founded and made in the Middle Kingdom it had a hard time fighting competition from abroad. The European launch campaign set out to give positive new meaning by highlighting the honest opinions of Chinese students, designers and influencers – shedding light on their lived experiences. The 3 films, “People’s Republic of Europe”, “Made In China” and “Freedom”, each concentrate on a different aspect of the conversation – bringing up perspectives on life in both places and what it means to live in Europe as a young Chinese person. Memorabilia sweatshirts featured the China and EU flags in reversed colours, symbolising the intertwining history and cultural past both places share and will continue sharing as we evolve together.
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