Pairing with Chinese Traditional New Year, GP developed the campaign from the concept of ‘etiquette’ to enhance the emotional resonance. The concept was re-interpreted and elevated to showcase the oriental aesthetics promoted by Pechoin, thus led to the seasonal limited edition cosmetic set, and raised the brand to another level.

10 short witty videos of 10 seconds long were designed and filmed. Actors demonstrated 10 etiquette gestures with Chinese martial arts moves, and ended with giving away the limited edition set. These videos managed to make the audiences laugh and walk away remembering Pechoin’s commitment to inherit and promote Chinese culture.