SOCIAL FILM FOR THE CHINA MARKET

This campaign was started with a strong cultural insight about the Chinese Generation coming of age today. In China everyone grows up hearing 听话 or “do as you’re told,” which dictates how you’re supposed to behave. But we wanted to challenge these traditions and create a positive space for Chinese Youth to express their true selves. The #IFOLLOWME Campaign encourages them to take the ‘rules’ and make them their own... 听话 — 听自己的话.

Individuality and following oneself— that is what our VS Campaign celebrates and it was groundbreaking because it gave our youth a voice. This was a passion project for everyone involved and I’m so incredibly proud of what we created.

Whatever your path... follow it. #ifollowme

CREATIVE CD, Art Director: Theresa Linares / CD, Writer: Joy Zhou

DIRECTOR Maxime Quoilin

PRODUCTION Good Company & Sweetshop