Tencent Shenzhen connects traditional fashion culture with the younger generation using AI
Traditional culture is perceived as outdated by younger generations, let alone inherit it. Tencent Charity decided to turn charity into a fashion trend with ELLE, leveraging the power of designers, models, celebrities and Shanghai Fashion Week to rejuvenate the thousand-year-old ICH to a fashion IP.
Tencent Shenzhen has created fashion outfits based on 6 ICH themes with designers and published it during Shanghai Fashion Week. A mobile website was built on WeChat, which has 1 billion users, to let users become ELLE cover star in these outfits through AI technology, generating UGC. For every interaction a 1 RMB donation is made for ICH protection. Users can also 3D-print out their magazines for sharing.
Consolidating on-ground, digital, social and E-commerce experience, the whole activation raised money for ICH protection, letting us witness the reborn of ICH given by re-design.
CREDITS
CLIENT: TENCENT CHARITY
BRAND: 99 GIVING DAY
ANGECY: TENCENT IN HOUSE
DIGITAL ANGECY: 25HOURS
ECD : AKAE WANG / GUANG SHEN
CD: KAI ZHAO
ARTDIRECTOR: IVY HUANG / HOLLAND HUO/ JIANKUN MAI
COPYWRITER: AKAE WANG / ZITA ZHOU/ NICO YAN
PM: RAIN YUE
GM: VINCENT LI
