A new TVC depicts women in stylised and dream-like environments, with imagery also used in multiple print, out-of-home and instore executions. "We felt that a more serious, slightly fearful and foreboding tone would enhance our message," said Paul Lee, director of client service for Belle's ad agency, TBWA\Beijing.
The TVC features a female voiceover saying: 'I will not fear change, I know that only by taking a step forward, can I create a more beautiful world for myself'. The voice-over ends by saying 'Hundreds of changes make you beautiful'.
TBWA developed for the first phase of Belle's campaign, which ran in 2003 and 2004.
Belle Shoes taps into aging fears for China ad blitz
Belle Shoes has foresaken Chinese advertising's usual light-hearted and carefree atmosphere for its latest marketing push, which confronts the fears of 30-something women that age will make them less attractive.
