New campaign for Vidal Sassoon ‘encourages young Chinese to express their true self’

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Hair care brand Vidal Sassoon has come up with ‘I Follow Me’, a new campaign for the China market. The campaign has been created by Saatchi & Saatchi Shanghai’s PG One team.

Saatchi & Saatchi Shanghai executive creative director Jazzy Chen said: “This campaign started with a strong cultural insight about the Chinese generation coming of age today, who have grown up in a very filial culture, which dictates how they are supposed to behave.

“Vidal Sassoon wanted to challenge these traditions by encouraging young Chinese to express their true self. The #ifollowme hashtag created for the campaign is a positive way that allows Chinese youth to express their authentic self.

“Everyone from accounts to the final production contributed so much to the final cut of this campaign, and we couldn’t be more proud to share this beautiful and meaningful work to the Chinese youth and market at large.”

Apart from the film, the campaign will include social and influencer activation.


Client: P&G, Vidal Sassoon China – Janine Miletic / Emma He

Creative agency: Saatchi & Saatchi Shanghai

Executive creative director: Jazzy Chan

Creative team: Theresa Linares / Joy Zhou / Louis Liu

Planning head: Ida Li

Account servicing team: Louise Wing / Christina Chan / Rachel Fong

Agency producer: Winnie Chow

Production companies: Good Company N.Y/ Sweetshop Shanghai

Director: Maxime Quoilin


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