In China, consumers gain emotional or physical self-actualisation from brands and for the country's youth, symbols are both a continuum of ideas and history as well as being completely of the now.
SPIKES ASIA - What Asians regard as 'aspirational' is unique and rooted in the region's culture, proposed BBDO's Beijing CCO Arthur Tsang and Greater China CSO Hans Lopez-Vito on the first day of the Spikes Asia Festival of Creativity.
SHANGHAI - Nescafé is using stories of real people who have taken the road less travelled to reach out to consumers in China with its 'Live out your boldness' campaign.
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