An integrated campaign, social media driven campaign using influencers and new technology.

TBWA\Hong Kong launched #WeAllCan, a brand campaign for American Eagle Outfitters that explores the power and influence of millennials and celebrate them as the voice of a generation in Hong Kong.  

The campaign scope included digital, social media, in-store events and media, and Snapchat Spectacles, which were used to create content and extend the campaign leading up to the Christmas period.

The campaign content features millennial singers Wong You Nam and Sukie Chung as well as local YouTubers and filmmakers 火雞姐(Yanki Din) and Felix Yu from Bomba Channel.

An online film was created for each young star and shows them in an intimate, personal way.

While featuring influencers in brand campaigns has become the norm, the brand said the challenge was to not only translate the #WeAllCan global brand campaign into local culture, but to help define the unique values of Hong Kong millennials.