Purpose and Values
Milan, 12th January 2021 - Prada is joining in the Lunar New Year celebrations with the campaign “Enter 2021. New Possibilities”, which invites everyone to open the door to the new year together and share their resolutions for the months ahead.
This symbolic entrance features some leading names from the worlds of entertainment and fashion, filmed on a metaphorical journey into 2021, one they encourage us to follow. Starting in suite 2020 in a stylish and mysterious hotel, the group walk along parallel corridors and find themselves facing suite 2021, where a whole new world awaits.
A confident, purposeful and forward-looking attitude and invitation to adopt a new perspective are also directed towards viewers, who have the opportunity to interact personally with the campaign in various ways. Viewers could record their New Year resolutions to step positively into the Year of the Ox via Prada pop-up mini program e-store, and activate multiple AR filters on Douyin to share their best New Year wishes socially.
According to the lunar calendar, 2021 is the Year of the Ox, a stable, reliable and diligent animal, and he appears in symbol form throughout the campaign.