CAMPAIGNS & BRAND COMMUNICATION

READ THE CONTEXTFIND THE ANGLE

A new phone, a sportswear-care brief, and a savings card each called for a different response. The work started with understanding the audience, category and communication context, then finding a direction that could turn the brief into something more relevant and specific. My role ranged from research and pitch support for vivo S19 to developing fuller campaign proposals for SupNice and Postal Savings.

新品手机、运动衣物洗护和储蓄卡面对的是完全不同的传播问题。每个项目都从理解人群、品类和传播语境开始，再逐步找到更具体、更有相关性的表达方向。我的参与从 vivo S19 的研究与提案支持，到 SupNice 和邮储卡更完整的 campaign proposal。

AUDIENCE INSIGHT
COMMUNICATION PLANNING
CREATIVE DEVELOPMENT

01 / VIVO S19

HAVAS CREATIVE / PITCH SUPPORT

Supported the vivo S19 pitch through research on Gen Z, Eastern-aesthetic trends and competing smartphone communication, while helping develop visual references for KV and TVC directions.

参与 vivo S19 提案支持，围绕 Z 世代、东方美学趋势及同定位手机传播展开研究，并协助整理 KV 与 TVC 方向的视觉参考。

02 / SUPNICE

INTEGRATED CAMPAIGN PROPOSAL 第十六届全国大学生广告艺术大赛 · 全国二等奖

Built an integrated campaign for Chaoneng SupNice around a simple question: why should sportswear need specialized care? Audience and category insight shaped a three-stage path from product understanding to emotional connection and broader reach.

围绕超能 SupNice“为什么运动衣物需要专业洗护”的命题，从人群与品类洞察出发，构建“专业认知—情感认同—人群渗透”的三阶段整合传播路径。

SupNice integrated campaign proposal page 1

SupNice integrated campaign proposal page 2

SupNice integrated campaign proposal page 3

SupNice integrated campaign proposal page 4

SupNice integrated campaign proposal page 5

SupNice integrated campaign proposal page 6

SupNice integrated campaign proposal page 7

SupNice integrated campaign proposal page 8

SupNice integrated campaign proposal page 9

SupNice integrated campaign proposal page 10

SupNice integrated campaign proposal page 11

SupNice integrated campaign proposal page 12

SupNice integrated campaign proposal page 13

SupNice integrated campaign proposal page 14

SupNice integrated campaign proposal page 15

SupNice integrated campaign proposal page 16

SupNice integrated campaign proposal page 17

SupNice integrated campaign proposal page 18

SupNice integrated campaign proposal page 19

SupNice integrated campaign proposal page 20

SupNice integrated campaign proposal page 21

SupNice integrated campaign proposal page 22

SupNice integrated campaign proposal page 23

SupNice integrated campaign proposal page 24

SupNice integrated campaign proposal page 25

SupNice integrated campaign proposal page 26

SupNice integrated campaign proposal page 27

SupNice integrated campaign proposal page 28

SupNice integrated campaign proposal page 29

SupNice integrated campaign proposal page 30

SupNice integrated campaign proposal page 31

SupNice integrated campaign proposal page 32

SupNice integrated campaign proposal page 33

SupNice integrated campaign proposal page 34

03 / POSTAL SAVINGS CARD

CAMPAIGN PROPOSAL 第二十二届上海国际大学生广告节 · 三等奖

Developed a campaign for Postal Savings Bank of China’s “To the Best of You” brief, exploring how a personalized savings card could turn meaningful life moments into something worth keeping.

围绕中国邮政储蓄银行“致最好的你”命题，以个性化储蓄卡为载体，将成长、旅行与人生高光时刻转化为值得珍藏的个人记忆。