The Brief

World Cup attracts millions young people’s attention. How Semir a youth clothing brand without linkage with football can win the heart of their targets from the cluttered environment during World Cup? Semir understood people born after 90s are eager to express themselves. For every match, people can share their feeling via a photo to Semir’s website to create their own Tee, named “World Cup” Campaign. Semir’s “World Cup” is truly defined by you. To further embrace the grassroot culture of World Cup, Semir has decided to organize an exhibition to show to the public the power of grassroot’s creativity.

Creative Execution

The exhibition is not only about a space to exhibit all these World Cups created by the grassroot for World Cup. It is required to carry Semir’s brand essences which are - Creative - Fun - Interaction with people - Young and vital

Describe the creative solution to the brief/objective.

The organic concept of “World Cup” Creative Space is developed allowing people to see, feel and grow the space together. Semir Tree– 64 grassroot’s T-shirts are added one by one on the centered tree as the World Cup proceeds. Soccer gate – Every visitor contributes a part to complete a Tee Art. T-shirt DIY – Visitors can use their imagination via different materials to create their own Tee Interactive mirror – Visitors feel like changing hundreds tee on their body in a minute. Cocoon-break" Art piece - It summarize the activity's essence, allowing people free to speak out via T-shirt.

Results

The up-to-date value of PR coverage about Semir Tee's store is up to RMB3,667,665. The total number of tee creation by the grassroots during the campaign period is up to 7,500 pieces.