Campaign Name:
Run for Good Fortune
Client: On
Launch Time: January 2024

Igniting a Lucky Movement in Running.

China has recently celebrated its first Chinese New Year post-COVID-19. While marking a hopeful turn, economic uncertainties have cast unprecedented emotional stress on the youth. Interestingly, there's been a surge in interest among young people in superstitious practices for good fortune — temples, fortune tellers, and charms are gaining popularity.

But instead of leaning on faith for luck, we aim to inspire youths to create their own fortune. How? By running. Running has the power to rejuvenate our emotions, transforming negativity into positivity. Echoing the principles of Chinese Buddhism and Taoism, we believe that a positive outlook 😊 leads to better luck 🤞.