Fashion designs future, but in this project, we design history.

Traditional culture is perceived as outdated by younger generation. Tencent Charity decided to rejuvenate thousand-year-old ICH to a fashion IP with ELLE, leveraging the power of designers, models, celebrities and Shanghai Fashion Week.

We redesigned 6 ICH themes into fashionable outfits with designers. Mobile website built on WeChat let users become ELLE cover star via AI face changing technology. Each interaction donates 1 RMB to ICH protection.

The whole activation brought good funding for ICH protection, letting us witness the reborn of ICH given by re-design.

ICH protection is easy to take place in museum but hard in promotion. What returns is far less than the investment because traditional culture is perceived as outdated by younger generation, let alone inherit it.

Tencent Charity hopes to rejuvenate ICH leveraging the trend among young people, changing their prejudice towards ICH and become proactive in promoting it.

We are not only displaying history, but also letting people try them on, especially top models and celebrities from ELLE.

We cooperated with 3 famous fashion designer and turned 6 ICH themes (including Kites, Cloisonne, Beijing Opera, Engraved Printing, Tie-dye, and Miao Embroidery) into altogether 12 fashion-designed outfits for both genders. These outfits were dressed by top models in magazine cover shot, Fashion Week and dressed by celebrities in fashion events.

Next, a mobile website was built on WeChat, which has 1 billion users, to let them become ELLE cover star in these outfits through AI technology, generating UGC. Users can also 3D-print out their magazines for sharing. Each interaction brings 1 RMB to be donated for ICH protection.

This is a dialogue across thousands of years. ICH retrieves the recognition from younger generations via re-design. During campaign period, Sep 1st -9th, 2021, the total media exposure reached more than 1,800,000,000 times and there were more than 3.2 million people interacted in-depth on mobile website. Consolidating on-ground, digital, social and E-commerce experience, the whole activation funded more than 3 million RMB, which nearly equals to 1 year campaign expense for an NGO.

At last, we established ICH protection foundation in Sha'an Xi Province, which has the most ICH projects with the funding in this campaign.

No brand has ever had such bold design. However, we hope more people can be involved as 'Endorsing Model' for ICH. Therefore, we worked with ELLE and precisely targeted to our young generation. We presented the 12 re-designed ICH outfits based on 6 themes during SH Fashion Week, by celebrities, on ELLE Magazines, reaching our target audience with multiple touch points. We also leverage WeChat for ordinary people to become ELLE cover star via AI face-changing technology. Large amount of UGC was generated, letting us witness the reborn of ICH given by technology and social platform.

This is a dialogue across thousands of years. ICH retrieves the recognition from younger generations via re-design. During campaign period, Sep 1st -9th, 2021, the total media exposure reached more than 1,800,000,000 times and there were more than 3.2 million people interacted in-depth on mobile website. Consolidating on-ground, digital, social and E-commerce experience, the whole activation funded more than 3 million RMB, which nearly equals to 1 year campaign expense for an NGO.

At last, we established ICH protection foundation in Sha'an Xi Province, which has the most ICH projects with the funding in this campaign.

China is country with long history, but the cultural inheriting is a big problem.

Statistic shows, ICH inheriting is decreasing yearly, i.g. wood printing inheriting has decreased by 50% between 2007-2009; Peking Opera has decreased by 37% between 2008-2018.

Traditional culture is perceived as outdated by younger generation, let alone inherit it. In this campaign with the power or cross-category design, the two brands partnered together and successfully changed the old-school perception of cultural heritage, encouraging people to be the promotional ambassador proactively.