Burberry explores different forms of love in campaign for Chinese Valentine’s Day

Tomorrow Shanghai has created a campaign for Burberry around the QiXi festival, also known as Chinese Valentine’s Day called ‘My Love, My Way’. 

The campaign marks the first locally created and produced films from Burberry for China. It started with a teaser campaign where actor and Burberry brand ambassador Zhou Dongyu tries to find the essence of true love.

It was followed by a another film on contemporary manifestations of love.

Speaking about the campaign, Tomorrow associate strategy director Dragon Zhangsaid: “We have decided to tear up the clichés about love being just a conventional romantic relationship between a woman and a man and kickstart a conversation about the many forms that true love can take in modern Chinese society.”

Tomorrow’s head of copywriting Jason Chen added: “We’ve asked ourselves: how about the millions who do not have a romantic partner for QiXi, and are perfectly happy with that? 

Or the millions for whom the significant other has four paws, instead of two legs. Or maybe he or she is close only when you are in the front row at their concert. How about those who simply don’t need a significant other, as they have their significant self?”

The campaign played out across Burberry’s social media channels and a WeChat Mini Program which allowed users to purchase limited edition Burberry products.

Tomorrow CEO Rogier Bikker said: “We’re thrilled to be creating the first locally conceived and locally produced integrated campaign for the Chinese market. For this Qixi Festival, we invite everyone to be proud of their true love, their way and stand up for it in true Burberry spirit.”

Credits:

Senior copywriter: Jing Zhu

Copywriter: Anabelle Xie

Art directors: Lihan Zhang, Chenmiao Liang

Head of copywriting: Jason “JC” Chen

Associate strategy director: Dragon Zhang

Strategist: Elinor Qiao

Senior account manager: Rui Zhang

Community manager: Zoe Chu

Agency producer: Fiona Zhang

ECD: Mihai Gongu

CEO: Rogier Bikker

Production company: NOWNESS

Director: Zhao Dan 

DOP: Li Dongjun

Production coordinator: Tang Qian

Line producer: Liu Jiangbin

Offline editors: Cheng Lin & FanC 

Executive producer: Yao Hui

Photographer: Yu Cong

Producer: Chai Hu