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.