Campaign Name:
Reimagine Everyday through CreativityClient: CASETiFY
Launch Time: April 2023
CASETiFY Transforms Ordinary Laundry into Vibrant Art in Debut Brand Campaign in China
CASETiFY, known for using phone cases as blank canvases for self-expression, took a fresh approach by highlighting "unexpected canvases" around us.
CASETiFY, known for using phone cases as blank canvases for self-expression, took a fresh approach by highlighting "unexpected canvases" around us.
In the streets of Shanghai, bed sheets hang outside traditional 'longtangs', adding a splash of color to the city's backdrop. Drawing on this inspiration, CASETiFY invited 16 artists from both domestic and international backgrounds to reinterpret these sheets into creative artworks.
Among the contributors were paper-cutting artist Chen Fenwan, multimedia artists LOXEL and Joyce Wu, illustrators Joce Cova, Phannapast, Yeah Yeah Chloe, Bodil Jane, WHOSMiNG, Uncle Belly, and Humberto Cruz, graffiti artists Crosswave and Zibezi, and musicians Cacien and jfever.
These pieces were showcased in Guanghua Li in the French Concession, a location steeped in history and once home to notable figures such as 1930s movie star Hu Die and diplomat Wang Zhengting.
To expand the campaign's reach, we collaborated with digital artists Laurie Rowan and Eva Cremers, vividly reimagining the cityscapes of Guangzhou, Chengdu, Chongqing, Beijing, Guizhou, and Wuhan through digital art.
To tie everything together, we introduced a unifying visual system that incorporates the distinct 'i' of CASETiFY — a symbol of individuality and self-expression.