Greater China
Longines Chinese Valentine’s
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Longines
The Gift 认真爱
Courage 勇敢爱
Conviction 坚定爱
Longines – An iconic luxury timepiece brand, Longines hopes to incite a unique attitude of love on Chinese Valentine’s Day.
Romance for eternity; Longines’s Harmony:
This has been Longines’ definition of love, while elegance underscores the brand’s tonality. The Chinese Valentine’s remains an important day of commerce across China, with brands putting out love-themed publicity.
How to:
Stand out amongst the plethora of brands, especially within the category of luxury timepieces, and establishing this Longines’ unique expression of love, is the critical challenge.
Hence:
A trilogy was created through the elegant interpretation of Longines’s three brand ambassadors, Eddie Peng, Lin Chi-lin and Zhao Liying.
Understanding that certain early notions need to be in place well before eternal love and in line with Longines’ Ambassador of Elegance – “The Gift" starring Eddie Peng in in Chantilly, France, “Courage" starring Lin Chi-lin in Shanghai, and returning to the romantic capital of Paris - starring Zhao Liying, “Conviction” were created.
Building on the cultural insight that consumers “change”
rather than “mend”, the linkage to young consumers’ ideals of love was made. The uncertainties and changes in love, in anticipating true love and eternal love tend to be as transient as the things young consumers own.
In this road to love, a sincere spirit and bold expressions are mere beginnings. As the saying goes, it’s easy to fall in love, but harder to live in harmony with its flames – how to persevere with this love is still the most critical. “Conviction” was selected as the theme of this video.
In elevating love to greater heights, the perseverance of our love for our partner through think and thin is what makes this romance lifelong. The solid and steady character of Longines’s brand ambassador Zhao Liying then becomes the perfect choice for this presentation of a persevering love within the framework of everyday unpredictabilities.
