#Help you be beautiful all day
This campaign is developed for Meters Bonwe, a local casual wear brand in China. This brand was popular ten years ago, with most Chinese people born in the 90s choosing to buy the brand when they were students. However, current target audiences consider the brand as obsolete and the design to be unfashionable, creating stereotypes around the brand. Therefore, the campaign is created to change the current target audiences’ perception and stimulate their desire to buy clothes from Meters Bonwe. As the target audience is Chinese consumers, Chinese characters were used for the big idea. The meaning of this in English is “help you be beautiful all day”. The big idea combines the brand name and uses homophony into it.
Gaoyun Ding
I’m an international student from China and have been studying in the UK for four years. The three years I’ve spent learning Public Relations & Advertising at the University of Westminster have given me opportunities to practice creating campaigns by myself, leading to gaining a deeper understanding and passion towards this field. To obtain working experience, I took an internship as brand PR assistant for three months at Attila &Co. in the ShangHai office. Moreover, I also worked three months as a fashion editor assistant intern in Harper’s Bazaar China.
Contact：dgy@vip.163.com