From "involution" to "lying flat", contemporary young people always have to keep facing all kinds of choices, the ensuing forks in the road of life, facing the established track and the boundless wilderness, many people have been confused about where to go, whether to abide by the template of a happy life or pursue infinite life possibilities, young people always ask over and over again, what kind of self should they become?But, is there really a template for being yourself, and can't you live your life on your own terms?
Coach's new advertising campaign uses several stories to ** about the four life topics of emotional choice, self-expression, career planning and family responsibilities. The film uses storyboards of different scenes to convey the thoughts of contemporary young people about life: whether to respect traditional concepts or pursue honest and independent choicesIs it the usual routine style of "Sunshine Model Student", or is it not afraid of the gaze and follows the self to show his personality?Is it a sassy "white-collar elite" in the workplace, or a whimsical "free youth"?Is it to choose a cute baby at home, or a cute pet at home?There is no fixed formula in life, and no matter how you choose, it will be full of excitement. All the way, bravely walk the way you want to go, meet thousands of life possibilities outside the ordinary, whether it is left or right, as long as you listen carefully to your inner voice, move forward bravely, break through the limits, and explore yourself full of potential, your life choice is not right or wrong.
More and more people are changing their life norms from "living a good life" to "living a happy life". But there is never more than one standard to measure happiness, and in this case, being a "good child" in the eyes of others is no longer the only way in life.
Young people have mountains and ideals in their hearts, as well as flowers and goals, so why not dig roads for the mountains and mountains and let the ideals bloom. Life is always in a hurry, and it is more necessary to reconcile with a relaxed and comfortable heart.
Having happiness, collecting love, freedom and passion, courage and freedom, this is the strength that Coach hopes to bring to more people. Actively explore, keep trying, to feel a different kind of cognition and experience of life, and generously embrace the era of "being true to yourself".
Since its establishment in 1941, Coach has been on the road of brand rejuvenation in recent years, focusing on millennials and Gen Z consumers, and proposing a new positioning of "expressive luxury". All along, the brand has been actively conveying the value proposition of "Courage to Be Real" to Chinese consumers. There is no right or wrong in life, as long as you choose the path you want to take, go on firmly and bravely, not limited to the present, not limited to the future, and free to gallop in the vast inner territory, you will definitely find the life you want.
Coach hopes that through this advertising campaign, it will truly interpret the plight of contemporary young people's lives, empathize with and perceive their inner desires. In the future, Coach will always be by the side of contemporary young consumers, inspire every possibility of life, and encourage them to firmly move towards the road of expressing their true selves.