Prada Launches Its Lunar New Year Holiday Campaign
Enter 2021. New Possibilities
Prada is hopping on the Lunar New Year bandwagon — kicking off the Enter 2021. New Possibilities campaign and inviting everyone to open the door to the new year together and share their resolutions for the months ahead.
The symbolic entrance features some leading names from the worlds of entertainment and fashion, including singer Cai Xu Kun (winner of Best New Artist of the Year at the GQ Men of the Year Awards), actress Chun Xia (named Best Actress at the Hong Kong Film Awards for her role in Port of Call) and actress Zheng Shuang (nominee of Best New Performer at Hong Kong Film Awards).
The three young stars are filmed on a metaphorical journey into 2021, encourage the viewers to follow suit and join them on their journey in the stylish and mysterious hotel. Making their start in Suite 2020, the group walk along parallel corridors and eventually find themselves facing suite 2021, with a whole new world waiting to open up for them. Behind the door is a range of exciting scenes: a snowy natural landscape where Chun Xia strolls through hand in hand with child actress Zhang Xi Ran; a beach with kites flying overhead where Zheng Shuang rejoices over the reunion with her family; a rooftop where Kun meets friends against the backdrop of a modern metropolis.
Channeling this confident, purposeful and forward-looking attitude for the year ahead, the campaign invites viewers to adopt this new perspective and interact personally with the campaign in various ways. More than just spectators, they are encouraged to record their New Year resolutions, engage with the campaign via Prada pop-up mini-program e-store and share their best New Year wishes on social media.
To mark the holiday campaign, Prada has created a selection of special products including the standout Prada Cleo bag for women and the new Spazzolato cross-body bag for men. According to the lunar calendar, 2021 is the Year of the Ox — a stable, reliable and diligent animal that appears in symbol form throughout the campaign.
The range of exclusive products, accompanied by special window displays, will be available in select Prada stores worldwide and online at prada.com from mid-January.