Beats Launches Vibrant Illustrated Campaign in China

    The campaign consists of illustrations by Inji Seo.

    By Asia Ad Junkie - Jan 21, 2021
    Beats Launches Vibrant Illustrated Campaign in China

    Mother Shanghai has launched its first campaign for Beats Flex. The series of colorful illustrations, geared toward the all-important GenZ audience, launched just in time for the yearly mass migration home for the New Year holidays.

    Research put together by the agency showed a rapidly growing undercurrent amongst young Chinese valuing experiences and stories collected.

    In with experience out with material goods. A tough sell for a headphone brand.

    The campaign takes inspiration from Nian Hua, a traditional form of Chinese illustration, one that has added significance at Lunar New Year, telling stories within images.

    Mother Shanghai worked with Seoul-based illustrator and animator Inji Seo to feature positive stories of different kinds of riches.

    Seo created the fantastic pieces with elements of color-saturation and more stylized illustration, while still being sympathetic to the roots of Nian Hua. Collectively, they do a pretty solid job of positioning Beats as more than just a headphone.

    “Working with Inji, we took inspiration from traditional Nian Hua, and updated with a modern twist to present a collection of art that has GenZ swag, attitude and surrealistic cultural elements through color-saturated and contemporary-styled illustrations,” said Kim Liu, Creative at Mother.


    Client: Beats China
    Campaign: Beats Flex
    Agency: Mother Shanghai
    Creative: Mother Shanghai
    Strategy: Mother Shanghai
    Typographer: HeFan
    Illustrator: Inji Seo
    Production Company: Hamlet China
    Producer: Duffy Du
    Executive Producer: Yimeng Zhang
    Production Coordinator (Seoul): Simon Yi
    Retoucher: Allen Chew


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