Sweetshop & Wunderman Thompson Singapore launch new campaign for LUX starring Dilireba
Long-time creative partners LUX, Wunderman Thompson Singapore and Sweetshop have joined forces once again to launch a new campaign. The campaign was directed by Zhang Jing and stars Chinese actress Dilireba – LUX spokesperson in Greater China.
Talking to the brave new breed of Chinese women, LUX has in recent years positioned their fine fragrance products as a powerful booster and an embodiment of their bold, spirited personalities. Through the platform of #IamUnstoppable, LUX continues to fight sexist judgements which Chinese women are labeled with, encouraging women to express their beauty unapologetically.
The film opens with Dilireba walking on a vibrant city street, along with female labels on social media. As the camera pulls out, thousands of negative 3D emoji balls bounce towards her in slow-motion from all directions. But Dilireba simply smiles and keeps striding confidently regardless of the mayhem happening around her. While other women are startled by them, Dilireba kicks and punches the negative emoji balls – they all explode beautifully into purple petals. Inspired by her, the other women join her in the same confident way.
The film shows how as a strong, spirited young woman, bouncing back against labels to become a confident role model she is today; thus inspiring other women to do the same with LUX. The film was shot in a studio. Clever set design and an LED screen mimicked an outdoor scene with abundant natural sunlight, giving the film a warm, uplifting and vibrant mood.
Director, Zhang Jing, said: “I loved being part of this film – it’s exactly the kind of story I like to bring to life. LUX is always visually defined as the pinnacle of what constitutes contemporary femininity, the essence of virtues defined by education, culture, fashion and sophistication. I hope we’ve made a marvelous and colourful LUX film that encourages and empowers women.”
Credits
Brand: Unilever
Global Brand VP: Severine Vauleon
Global Brand Director: Swarnim Bharadwaj
Global Brand Manager: Sarah Chen
Global Asst. Brand Manager: Lillian Zhou
Agency: Wunderman Thompson, Singapore
Chief Creative Officer: Marco Versolato
Creative Director: Ai-lin Tan
Creative Director: Ricardo Tronquini
Global Business Director: Hinoti Joshi
Group Account Director: Len de Rosales
Associate Account Director: Geru Gotico
Senior Agency Producer: Kevin Nguyen
Production Company: Sweetshop, Shanghai
Director: Zhang Jing
DOP: Jiang Jin Wen
Managing Director: Laura Geagea
Executive Producer: Lilian Li
Producer: Julie Chen
Production Assistant: Touie Li
Production Assistant: Lemon Zhu
Line Producer: Wang Xin
Production Assistant: Xiong Mao
1st AD: Cao Zhichong
Post Production for Offline: FLiP, Shanghai
Offline Editor: Kuda Lam
Producer: Bruce Lo
Post Production for Online: Chameleon Singapore and TQL Singapore
3D senior supervisor: Colin Foo
Online editor: Luis Calvo Alonso
Online editor: Jessie Chang
Online Producer: Gwen Ang
Music: BigSync, Singapore
Music Composer: Kuek Kian Hong Kieran
Audio Post Production: Neon, Singapore
Audio Producer: Michelle Tsao
Audio Engineer: Matthew Koh
