With the Sakura season coming, our recent work Converse Sakura Campaign has been launched. We collaborated with photographer ZengWu for this “Pure Pink“ campaign featuring Ouyang Nana and young talents in China. 

The creative concept is about redefining the color "Pink". Pink seems being defined as a color only belonging to one specific type of girls - sweet , cute ,childish and feminine. Lots of girls in China don't want to be tagged for such characteristics by wearing Pink, Converse wants to twist this kind of color stereotypes in people's mind by showing them how cool and swag a girl can look like by wearing Pink! 

随着樱花季的到来，我们近期制作的Converse Sakura项目出街了。这次拍摄我们与摄影师曾无合作，拍摄了欧阳娜娜和几位年轻人不一样的“粉”。

创意概念是从重新定义“粉色”出发，粉色一直以来似乎被定义为只属于那些甜美、可爱、幼稚和女性化的特定女生。在中国，很多女生不想因为穿着粉红色而被贴上这样的标签，Converse想要借以这一项目打破人们对粉色的刻板印象，向人们展示女生们穿粉红色也一样可以很自信、很特别、做独一无二的酷女孩！