| Title | #QRCOLD |
| Brand | BOSIDENG |
| Product / Service | DOWN JACKET |
| Category | D03. Special Build |
| Entrant | FRED & FARID SHANGHAI, CHINA |
| Entrant Company | FRED & FARID SHANGHAI, CHINA |
| Advertising Agency | FRED & FARID SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Fred & Farid | FRED & FARID SHANGHAI | Chief Creative Officers |
| Laurent Leccia | FRED & FARID SHANGHAI | Creative Director |
| Pierrick JEGOU, Lilith ZHU | FRED & FARID SHANGHAI | Art Director |
| Jana Chen | FRED/FARID SHANGHAI | Copywriter |
| JING QIAN | FRED & FARID SHANGHAI | Brand Strategist |
| Jade WANG | FRED & FARID SHANGHAI | Agency Producer |
| May XIAO, Melody ZHONG | FRED & FARID SHANGHAI | Account Manager |
| Frances Alvarado | FRED & FARID SHANGHAI | Business Director |
| Blinde WU | FRED & FARID SHANGHAI | Music Supervisor |
| Yuan TIAN | - | Photographer |
We created an iced promotional QR code for the very warm BOSIDENG jacket, that you can scan as long as the temperature is under 0°C. In this period, #QR COLD provides a new approach for consumer to experience the cold from nature and the warm from BOSIDENG, so as to realize the connection from offline to online. Moreover, it breaks the cliché of sales method and changes people’s past impression to BSD, making it an innovative, interesting and younger brand, when the 40-year-old brand is preparing to shift its brand positioning to a younger and more sophisticated way.