On December 15, 2023, Coach released a new advertising campaign, several life storyboards, and a true interpretation of "Expressive Luxury", with the courage to seek truth and walk towards the heart. There is no fixed formula in life, and no matter how you choose, it will be full of excitement. Thousands of alleys along the way, bravely walk the road you want to take, and meet thousands of life possibilities outside the ordinary.
Nowadays, today's young people are constantly faced with various choices. The campaign features several stories about emotional choices, self-expression, career planning and family responsibilities.
Coach hopes to use the film to think with young people: should they respect traditional ideas or pursue honesty and independence?Is 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 right or wrong life choice to go left and right, some just listen carefully to your inner voice, move forward bravely, break through the limitations, and explore yourself full of potential.
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. This film is to gain insight into the plight of contemporary young people's lives, deeply empathize with and perceive their inner desires, and in this way, accompany contemporary young consumers, inspire every possibility of life, and firmly move towards the road of expressing their true selves.