The objective of Massimo Dutti China’s Chinese New Year 2022 campaign is to develop an integrated communication plan to achieve three clear objectives. Firstly, to boost brand awareness to generate greater awareness during the Chinese New Year festivities and generate greater interest through a single, coherent concept across all communication channels.

Next, to fully convey the brand’s DNA through captivating storytelling and emotional content that reaches the audience. And finally, to reach out to a new, young and powerful community in order to expand the brand’s community of followers and customers.

With this initiative, the brand reaffirms its commitment to the cinematographic format as a means of launching its collections and immortalising their essence.