Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.

Name your favorite brands on social media from 2019

Shinsuke Sawasaki

Executive Creative Director
/ We Are Social


  1. 耐克在国际妇女节之前推出了“Dream Crazier”。这是针对有争议的Colin Kaepanic事件的直接跟进。
  2. 吉列推出了#TheBestMenCanBe,因为#MeToo运动引起了人们对男性行为的关注。
  3. 迪赛针对#loveslove表示了#pride的支持,尽管有人对此表示讨厌,并且14,000位关注者不再关注该账号。

I think it is becoming more important for brands to have a strong belief which they can use to send a clear message to society, even if some people object. I have picked three brands which have used this thinking in 2019.

  1. Nike launched “Dream Crazier”, ahead of International Women’s Day. This is a direct follow-up of the controversial Colin Kaepanic’s campaign.
  2. Gillette has launched #TheBestMenCanBe as the #MeToo movement brought attention to male behavior.
  3. Diesel has shown their support of #pride with #loveislove, although some people hated it and 14,000 followers left Diesel’s account.

James Pearson

Group Creative Director
/ We Are Social


China’s next generation of consumers are motivated by culture, ethics and brand stories, with storytelling building strong connections. Successful brands are listening to their audiences and communicating with them through multiple themes.

Louis Vuitton’s recent China marketing campaign is a great example of this. Recognizing the themes of travel and exploration, they launched a campaign called Volez, Voguez, Voyagez, delivering the experience of travel to consumers. In a move to celebrate China, Louis Vuitton launched a campaign showcasing a connection with travel. The jewel in the crown was employing the internationally renewed artist Xu Bing to design a unique steamer trunk with Chinese calligraphy replacing the iconic LV emblem.

Through an omnichannel approach that links social, sales and retail, Louis Vuitton has shown how successful a brand can be when listening to your audience and responding respectfully. Delivering quality content by blending brand themes, popular trends and traditional Chinese values.

Jason Breen

Creative Director
/ We Are Social

1. 克罗心

2. 杜卡迪

3. 纽约现代艺术博物馆

1. Chrome hearts
Jewelry designed by rockstars for rockstars
Beautiful silver, beautiful models, beautiful photography. Copywriting sometimes as simple as a word. What’s not to love.

2. Ducati
I am a deeply superficial person. Beyond meditation and spiritual transcendence, I like to scroll mindlessly at beautiful objects of speed. Ducati consistently presents their stunning bikes in full color glory.

3. MoMA NY
The social media of one of the greatest contemporary art collections is where I go to for wild ideas and a survey of what’s new in creative thinking.