| Title | LUXURY FOR KIDS |
| Brand | NEW CITIZEN PROGRAM |
| Product / Service | CHARITY |
| Category | C01. Bars & Restaurants |
| Entrant | CHEIL Beijing, CHINA |
| Entrant Company | CHEIL Beijing, CHINA |
| Advertising Agency | CHEIL Beijing, CHINA |
| Name | Position |
|---|---|
| Jacky Lung | Executive Creative Director |
| Shengxiong Chen | Creative Director |
| Wei Xu/Tingting Zhang | Copywriter |
| Shengxiong Chen/Rocky Ren/Wenxing Wu/Yujie Ma | Art Director |
| Shizhong | Photographer |
| Danqing Wu | Account Manager |
| Zhaoxing Lin | Other Credits |
We set up a luxury bag exhibition in a high-end shopping mall; only among the branded bags, there is one plain school bag which is also a luxury item - a real luxury to the migrant children. While customers thought they were shopping in a luxury exhibition, the school bag got them in surprise. The unexpected experience made people appreciate how shockingly different the word “luxury” means to them and to the kids, thus arose their sympathy and concern.