SHANGHAI, CHINA – Victoria’s Secret embarked on a bold mission to inspire young Chinese women to step up and create their own definitions of sexiness, defying all preconceptions and norms. The taboo breaking campaign is dedicated to all the Chinese women who feel sexy and confident in their own skin.
Creative agency TOMORROW created the campaign with a series of beautiful black & white films shot under the direction of Hong Liting. In the films we hear the intimate stories of the star-studded cast of Zhou Dongyu, Yang Mi and He Sui, each presenting her personal definition of sexiness. The secret shared is that sexiness is not measured in centimetres, ratios or years. Sexiness will always be a personal choice and not something granted by other people’s perceptions.
“It’s exciting to redefine sexy for one of the sexiest brands in the world. Having Victoria’s Secret talk openly about the definition of sexiness is an opportunity to inspire young Chinese women, as well as a break from the past for the brand.” explains Rogier Bikker, CEO, TOMORROW Shanghai.
“Sexiness is often considered a taboo in Chinese culture. But when we talked with young Chinese woman, almost all of the interviewees perceived sexy as positive. This was our opportunity to disrupt the norm and redefine sexy” adds Dragon Zhang, Strategy Head at TOMORROW.
For Zhou Dongyu, sexiness is never a look, but a feeling. Never an adjective defining the body, but one defining a mental state, instead. The state of being the most comfortable you.
In the case of Yang Mi, sexiness is driven by inner focus. Thus, believing in oneself is the best away to feel and look sexy.
For super model and cover star He Sui, being sexy is all about being real and embracing imperfections. The imperfect height which made her feel inadequate as a girl in school, has become her biggest asset and transformed her career and her life.
Client: Victoria’s Secret
Agency: TOMORROW Shanghai
CEO: Rogier Bikker
Creative Directors: Daniel Tan
Strategy Director: Dragon Zhang
Head of Delivery: Rony Chan
Group Head: Jing Zhu
Designer: Susannah Huang
Account: Rui Zhang & Yangyang Wang
Agency Producer: Elke Cao
Director: Hong Liting
Production House: Chosen Production
Managing Director & Executive Producer: Liang Ji & Victor Hu
DOP: Qin Lu
Photographer：Fan Xin, Feng Hai