Sometimes, I really hope that the experts' predictions are inaccurate, when in fact 2022 has already happened, in addition to the Russian-Ukrainian war, there are armed conflicts of varying degrees in Israel, Syria, Turkey, Iraq and other countries and regions.
We are not at liberty to say much about what it means behind the war and who is behind it. But for ordinary people, war means fleeing, it means rising prices, and it means that work life is affected everywhere, and these effects are rippling through the whole global society.
In the first half of the chaotic year, we celebrated a worldwide holiday in early May:
World Smile Day.
MINISO, which brings a good life to the world, is bravely speaking out for them this time by launching an advertisement with the theme of world peace: "WINK FOR PEACE" on World Smile Day, this time focusing on the global good life and conveying the brand proposition and vision of "world peace for a good life".
We used the WINK smiley face symbol in the brand logo to express the idea of this project in conjunction with World Smile Day.
World Peace Campaign by Brandon, online in Singapore and Brasilia, Brazil.
Singapore
Brasilia
The new brand strategy "Light up a better life in 99 countries around the world" and the launch of the "WINK FOR PEACE" world peace themed advertisement on World Smile Day are not accidental, but an attempt by MINISO to build a global brand. The WINK symbol, which represents smiles and healing, is a symbol of the good life advocated by MINISO regardless of national boundaries and ethnicity, and it makes the connection between consumers and the brand the easiest to understand.
Based on the global social context, global public sentiment, and global brand position, YOLO Creative collaborated with MINISO on the "WINK FOR PEACE" world peace themed campaign, which is a creation and launch full of unpredictable resistance, but also an expression of goodwill for the world and humanity from both sides, wishing the world full of smiles and beauty.
