Interactive ad: 99 Giving Day: Put Culture On

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Top 6: April 6th 2022

Traditional culture is perceived as outdated by younger generations, let alone inherit it. Tencent Charity decided to turn charity into a fashion trend with ELLE, leveraging the power of designers, models, celebrities and Shanghai Fashion Week to rejuvenate thousand-year-old ICH to a fashion IP.Tencent Shenzhen has created fashion outfits based on 6 ICH themes with designers and published it during Shanghai Fashion Week. A mobile website was built on WeChat, which has 1 billion users, to let users become ELLE cover star in these outfits through AI technology, generating UGC. For every interaction a 1 RMB donation is made for ICH protection. Users can also 3D-print out their magazines for sharing.Consolidating on-ground, digital, social and E-commerce experience, the whole activation raised money for ICH protection, letting us witness the reborn of ICH given by re-design.