Shanghai Tang ‘Twist and Tang’
Shanghai Tang engaged PLUG to amplify the launch of its new ‘Twist and Tang’ personalisation program for qipaos and Tang jackets with a creative fashion shoot and KOL campaign.
The campaign highlighted the ultra-unique, daring and standout styling possibilities for Qipaos and Tang Jackets in the modern age. With Shanghai Tang, these pieces can be worn every day and styled to bring out the different aspects of your personality - whether you’re feeling fierce, adventurous, sexy or playful.
For the campaign key visuals, PLUG worked with Shanghai Tang on a creative direction that set a consistent visual identity through richly saturated backgrounds and edgy light & shadow play. To execute the vision, PLUG handled the full pre-production and production process from proposing the creative talent - the photographer, videographer, models, stylist and makeup artist - to on-site shoot management. PLUG also coordinated the editing for the final campaign video and images.
To get the word out on ‘Twist and Tang’ amongst Hong Kong’s trendsetters, PLUG conducted media outreach and a KOL seeding program to showcase Shanghai Tang’s fresh endless styling possibilities. Check out #TwistandTang on Instagram for some of the featured looks generated by our KOL seeding!
