PHASE 1: THE HUNT FOR 田纪沫
While others sell products on their ads, we use them to get word out that we are searching for one person in a country of billions. Via WeChat, Weibo, GIFs, Douyin etc. We even use our packaging to do so. On 30 Dec, we announce she is found but we keep the nation guessing why we were even looking.
PHASE 3: AMPLIFICATION IN LOCAL AND GLOBAL MEDIA
While the rest of the world counts down to usher the New Year, we count down to welcome a regular girl into adulthood. One whole minute before. In an occasion where other brands celebrate for the sake of celebrating, one brand stands behind a girl entering a milestone of her life. The last girl in China to turn 18 in 2018.
Via these angles, we shall engage local and international press to pick up our story.