Creative: New Campaigns - Ancient Chinese Secret

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Shanghai Tang Ads Tap Into Chi
Agency: Balet & Albert
Client: Shanghai Tang
Creative Director: Marc Balet
Copywriter: Carey Fox
Art Director: Mayumi Tatsuta
Photographers: Walter Chin, Wolfgang Ludes
What better way to inspire foot traffic to an upscale clothing store steeped in Chinese culture than to create an ad campaign centered on “chi,” the Chinese word for energy?
To emphasize the cultural authenticity of Shanghai Tang’s clothing and accessories, New York ad shop Balet & Albert created a campaign of six print ads showing the store’s products encircled by a vibrant glow representing their energy.










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