Saatchi & Saatchi Shanghai PG ONE and Vidal Sassoon encourage young Chinese to express their true self

Saatchi & Saatchi’s Shanghai PG ONE team has released its latest campaign for Vidal Sassoon. The campaign kicked off with an edgy TVC spot and will include social and influencer activation.

Young Chinese consumers have a lot of obligations to fulfil, on family and societal levels. VS recognizes the pressure these youth face and strives to give and create space for China’s youth to explore life from new perspectives. This campaign is specifically emblematic of the VS generation that isn’t afraid to live out their own truth, in new and daring ways.

VIEW THE SPOT

Saatchi & Saatchi Shanghai’s ECD Jazzy Chen said, “This campaign started with a strong cultural insight about the Chinese generation coming of age today, who have grown up in a very filial culture, which dictates how they are supposed to behave. Vidal Sassoon wanted to challenge these traditions by encouraging young Chinese to express their true self. The #ifollowme hashtag created for the campaign is a positive way that allows Chinese youth to express their authentic self. Everyone from accounts to the final production contributed so much to the final cut of this campaign, and we couldn’t be more proud to share this beautiful and meaningful work to the Chinese youth and market at large.”

Credits –
Client: P&G, Vidal Sassoon China – Janine Miletic, Emma He
ECD: Jazzy Chan
Creative Team: Theresa Linares , Joy Zhou, Louis Liu
Planning Head: Ida Li
Account Servicing Team: Louise Wing, Christina Chan, Rachel Fong
Agency Producer: Winnie Chow
Production Companies: Good Company N.Y, Sweetshop Shanghai
Director: Maxime Quoilin
Post Production Company: Good Company & MPC Shanghai