Cannes Lions

LUXURY FOR KIDS

CHEIL CHINA, Beijing / NEW CITIZEN PROGRAM / 2013

Presentation Image
Case Film

Overview

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Credits

Overview

Execution

We selected a high-end shopping mall set up a luxury bag exhibition; only among the branded bags, there is one plain school bag which is also a luxury item - a real luxury to the migrant children. While customers thought they were wandering in a luxury exhibition, the school bag got them in surprise.

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