Andre Loves Shinsegae
Campaign, Artist collaboration, Experience
In September 2023, Shinsegae Department Store unveiled the 'Shinsegae loves Andre' campaign with Graffiti artist Andre Saraiva. The campaign aimed to engage with the public culturally, displaying Andre's witty and cheerful artwork in contrast to the previous classic FW campaign. This campaign was an important opportunity to appeal particularly to the influential MZ generation and young artsumers who appreciate art on a daily basis. Through Andre's character 'Mr. A', the campaign spread a message of happiness and laughter to customers, intending to convey the value beyond just shopping.
Client / Manufacturer
Design
SHINSEGAE Shinsegae Department Stores
Seoul, KRSHINSEGAE Shinsegae Department Stores
Seoul, KRDesign : Jeewon Baek, Jihye Lee, Hyeon-kyung Lee / Strategy : Ji-Sun Chung, Lila Lee, Myeongjun KangAndré Saraiva
Lisbon, PTAndré SaraivaDate of Launch
2023
Development Time
up to 6 Month
Target Regions
Asia
Target Groups
Consumers / Users