Since the year of 2014, Xintiandi has enhanced the positioning of art&culture inspiration by bringing more global art projects and supporting local artists 'development. However, engaging as many consumers as possible and drive traffic to those exhibitions, projects and tenants is a big challenge for us, especially in the recent art project, INSIDE OUT global project. The INSIDE OUT global project, which is initiated by the French artist JR, is aimed to encourage people to take the black&white portraits of themselves to show their attitudes. But according to the traditional culture and opinions of China, it is not auspicious to take the black&white portrait, let alone post the portraits in the public area.
We rewrite the story of INSIDE OUT and create a new theme which is “Seek the most representative attitude of Shanghai”.
The campaign ended on May 29th, receiving positive results by its 1st phase including: