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Lux: Euphoria
Long-time creative partners LUX, Wunderman Thompson Singapore and Sweetshop have joined forces once again to launch a new campaign. The campaign was directed by Zhang Jing and stars Chinese actress Dilireba - LUX spokesperson in Greater China. Talking to the brave new breed of Chinese women, LUX has in recent years positioned their fine fragrance products as a powerful booster and an embodiment of their bold, spirited personalities. Through the platform of #IamUnstoppable, LUX continues to fight sexist judgements which Chinese women are labeled with, encouraging women to express their beauty unapologetically. The film opens with Dilireba walking on a vibrant city street, along with female labels on social media. As the camera pulls out, thousands of negative 3D emoji balls bounce towards her in slow-motion from all directions. But Dilireba simply smiles and keeps striding confidently regardless of the mayhem happening around her. While other women are startled by them, Dilireba kicks and punches the negative emoji balls – they all explode beautifully into purple petals. Inspired by her, the other women join her in the same confident way.
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