Prada is joining in the Lunar New Year celebrations with the campaign ‘Enter 2021. New Possibilities’, which invites everyone to open the door to the new year together and share their resolutions for the months ahead.
To mark the campaign, Prada has created a special collection of exclusive men’s and women’s products - including the Prada Cleo bag for her and the new Spazzolato cross-body bag, made of brushed calfskin, for him.
This symbolic entrance features leading names from the worlds of entertainment and fashion: singer Cai Xu Kun, who has dominated several music charts and garnered “Song of the Year” awards with his original single “Lover”, and actress Chun Xia, who was named Best Actress at the Hong Kong Film Awards for her role in Port of Call. The young stars are filmed on a metaphorical journey into 2021, one they encourage us to follow. Starting in suite 2020 in a stylish and mysterious hotel, the protagonists walk along parallel corridors and find themselves facing suite 2021, where a whole new world awaits.
According to the lunar calendar, 2021 is the Year of the Ox, a stable, reliable and diligent animal, and he appears in symbol form throughout the campaign.
This confident, purposeful and forward-looking attitude and invitation to adopt a new perspective are also directed towards viewers, who have the opportunity to interact personally with the campaign in various ways. Viewers could record their New Year resolutions to step positively into the Year of the Ox via Prada pop-up mini program e-store, and activate multiple AR filters on Douyin to share their best New Year wishes socially.
