Campaign Name:
Playing to a New Height
Client: Converse
Launch Time: May 2022

Reach New Heights with
the Elevation Family.

In diving deep into the attitudes of today's Chinese youth, we found a surprising sentiment: while they appreciate the break the Chinese New Year offers, they dread the chaotic commutes, relentless questioning by relatives at banquet tables, and the monotony of being homebound. It became clear that many youths yearn for a fresh take on the celebration. Converse urges them to celebrate the holiday in their own way, inspiring a new generation to rethink and redefine traditional Chinese New Year rituals.