|Title||Me & City - Polluted lookbook|
|Agency||Fred & Farid Shanghai|
|Advertiser||Me & City|
|Brand||Me & City|
|Date of First Broadcast/Publication|
|Business Sector||Apparel, Fashion & Footwear|
|Story|| China is the most polluted country in the world. However, everyone seems to be used to it and forgets that pollution leads to serious health issues. ME&CITY, for the launch of its new spring collection, decided to make a statement. Because if a fashion brand alone can’t end pollution, it certainly knows how to grab people’s attention. |
For the 2016 S/S Collection, ME & CITY would like to launch a project that could link the relationship of ME (Consumers) & CITY. To kick start the project, we first hope to probe one of the key issue that is bothering people in the city – air pollution.
To make people react on the subject we create an interactive website: The PM2.5 Show We show beautiful scenes (e.g. girl dancing on a rooftop, guy playing piano, couple walking, and a guy biking) but only when there is no pollution. The more your city is polluted, the less you can see in the film.
|Chief Creative Officer||Fred & Farid|
|Executive Creative Director||Feng Huang|
|Creative Director||Laurent Leccia|
|Art Director||Alexis Chatain|
|Art Director||Jerome Pinel|
|Agency Producer||Karim Naceur|
|Digital Agency producer||Erick Alonso|
|Agency supervisor||Fred & Farid|
|Agency supervisor||Edmond Ho|
|Brand supervisor||Daniela Silva|
|Brand supervisor||XinAi ZHANG|
|Brand supervisor||Bobo Cui|
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