Muse Creative Awards | International Advertising Awards

China

2018

COURAGE

Entrant Company

BEAMY

Category

VIDEO

Client Name

LONGINES

Sub-Category

Celebrity / Fan (NEW)

Chinese Valentine’s Day is a major promotional season for Longines‘s Couple Watch. Following the success of previous campaign “The Gift“ created by BEAMY, Longines China once again commissioned BEAMY to work on the Chinese Valentine’s Day campaign, to demonstrate Longines’s Spirit for Love. The video is filmed in Shanghai starring Chi Ling Lin, one of Longines’s Ambassador of Elegance. Chi Ling, a successful top model and beautiful actress, is one of Asia’s most famous face in the recent years. Based on Chi Ling’s philosophy about love and Longines’s brand spirit, BEAMY conceptualized the campaign idea - ”Courage” to Love and created the story and script accordingly. In the video, Chi Ling encouraged everyone to have the courage to love. The script, derived from Chi Ling’s experience, strongly resonated with the Chinese audience. This video was shared widely on the internet, receiving more than 7 million views in China alone, achieving impressive sales record during the promotional season.

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Credits

Creative Director
Ronn Lee
Business Director
Yutien Peng
Client Manager
Olivia Ma
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