A viral campaign created by Draftfcb for Chinese fashion brand Semir has rocketed to prominence among Chinese teenagers with 2.5 million video downloads since launching on March 25. The campaign, currently moving into other major media platforms, is focused on Semir’s sub-brand called “Tee” with the overall theme of the campaign being, “Everything can be Tee.”

Draftfcb launched the campaign with six high-energy videos shot in Los Angeles that demonstrate speed, agility, collaboration and achievements in creating something highly personalised.

The campaign which broke on Tudou – the powerful China equivalent to YouTube - encourages people to think creatively and express their attitude by uploading their own pictures and videos to the campaign website, as well as participating in the customization of Tee designs. http://www.semir.com/2011tees

Project ‘Everything can be Tee’ Client Semir Creative agency Draftfcb China Media agency Carat Digital head Dick Chan Creative team Laurent Jiang, Jay Jiang, Silver Zhang Onn Siow, Jie Jie Huang Account team Xin Wang, Rachel Tao, Lisa Zhao, Crytsal Tang, Tracy Jin, Candy Yin Exec. Creative Director Eddie Wong Director Alpha Chang Production house Wise Spider Shanghai Producer Robin Chen

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