On August 30, the winners of the 2024 Shanghai International Advertising Awards were announced. With its cultural influence and integrated marketing strength, Chinese menswear brand LILANZ’s LESS IS MORE “Anping Bridge Show” series of brand activities won both gold and silver awards!
This year’s Shanghai International Advertising Awards received 1,321 creative entries from around the world, resulting in 354 awards, including 1 Grand Prix, 29 gold awards, 118 silver awards, and 207 bronze awards.
LILANZ, which originated in Jinjiang, Quanzhou, Fujian Province, turned its attention to its hometown by funding cultural heritage preservation. On October 26, 2023, LILANZ presented its LESS IS MORE Youth Business Series annual fashion show, using modern aesthetics to celebrate China’s historical treasures.
Anping Bridge, built in 1138 during the Southern Song Dynasty, is the longest ancient cross-sea stone beam bridge in China and the longest of its kind in the medieval world. It played a significant role in connecting the Maritime Silk Road and is listed among the first batch of National Key Cultural Relics Protection Units and UNESCO World Heritage Sites.
LILANZ has long been committed to safeguarding and promoting local culture. When it became aware that Anping Bridge was facing disrepair and lack of public attention, the brand took the initiative to shoulder its social and cultural responsibilities by supporting heritage preservation and the continuation of local traditions. Former director of the Palace Museum, Shan Jixiang, noted that this series of actions “helped Anping Bridge return to everyday social life, allowing cultural heritage not only to shine in the past but also to stride confidently and with dignity into the future.”
As a long-term partner of the brand, Luxe.co was honored to contribute inspiration for this extraordinary show and to participate in and witness the entire process from planning to execution. Luxeplace.com believes that a brand’s DNA is closely connected to the culture of its homeland, and a brand’s spirit stems from its sense of belonging and pride in its land. Through the Anping Bridge show, LILANZ brought this stunning cultural heritage into the spotlight, telling the story of Quanzhou Jinjiang’s historical treasures through contemporary fashion aesthetics, seamlessly blending the brand’s confidence with local cultural confidence.
LILANZ LESS IS MORE “Anping Bridge, Keep Walking” integrated marketing campaign by Shanghai Mamaya Cultural Communication Co., Ltd.
Additionally, at the 2024 ADMEN International Awards, which emphasize “effectiveness as king,” the Anping Bridge series was named one of the “Top 10 Integrated Marketing Cases of the Year.”
| Source: 2024 Shanghai International Advertising Awards
| Image Credit: LILANZ, Mama Ye
| Editor: LeZhi
