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Connecting China

Chinese New Year 22

Coinciding with the celebration of the Chinese New Year, which features the tiger this year, Massimo Dutti wanted to dedicate different actions to this festivity at some of its most emblematic shops in China. First stop: Shanghai.

Connecting China

Massimo Dutti

Chinese New Year 22

For the intervention of its shop windows in Shanghai Massimo Dutti has surprised with an unprecedented and ephemeral installation with the Tiger, the animal that represents the Chinese New Year in 2022, as the central axis of the installation.

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.

Connecting China

Massimo Dutti

Chinese New Year 22

A large feline head is the audiovisual platform from which a fashion film about the latest capsule collection, The Spring Festival, created by Massimo Dutti for the celebration of the Chinese New Year, has been premiered worldwide.

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.

Connecting China

Massimo Dutti

Chinese New Year 22