Created by boutique London agency Partner and Partner, with media planning and buying handled by MindShare, Transitions is Lane Crawford’s first campaign to target an international audience. As well as appearing in key fashion publications in Hong Kong and Beijing, the campaign, which features an assortment of Chinese celebrities, will take up twelve pages in the US edition of Vogue in a move to heighten awareness of the brand’s China launch among the fashion community and potenu bortial tourists.
The work also includes a five-minute online video showing the making of the campaign, and large-scale posters in high-traffic areas of Hong Kong.
