L’OREAL | YUESAI | YOUTH BEYOND SURFACE
Beanies reinterpreting Chinese characters to show the attitude of Gen-Zs beyond their cover-ups, in collaboration with Xinhua Dictionary.
Credits
Client: Yue Sai, L’Oréal
Title of ad: Youth Beyond Surface
Chief creative officers: Fred & Farid
Executive Creative director: Feng Huang
Creative Director: Adrien Goris
Art directors: Chen Xi, Vivian Lin
Copywriters: Di Ye
Agency Supervisor: Paul Lin
Agency Producers: Charles Renard
Photographer: Win Tam