Challenge:

Build luxury department store Harvey Nichols’ brand awareness.

Strengthen the emotional link with Chinese target audiences during a Chinese holiday.

Strategy:

The numbers 520 are often used  to express “ I Love You” as the pronunciation of the two phrases are similar in Chinese; May 20 becomes China’s second unofficial Valentine’s Day.

Hylink shot and produced Harvey Nicols’ first ever film advert specially made for the Chinese market, to feature stories of people expressing love in different ways.

Worked with 20 influencers to maximize digital buzz #520SayLove.