Sanjiang Yuan "Giving A Voice to People's loves" Campaign

Pandora globally was redefining its marketing and communications strategy. The challenges in China market are a. how to make Pandora brand mission of 'giving a voice to people’s loves' more relevant in Chinese cultural context b. how to drive both brand and commercial impact. We redefined China’s marketing strategy of 'giving a voice to people’s loves'. We created targeted content that redefining LOVEs in China’s cultural relevancy, shedding light on stories of PEOPLE, PASSIONS, and PLACES. We sponsored and partnered a Chinese female scientist and photographer along with seven Chinese senior high school students for a scientific expedition. We traveled to China’s national park San Jiang Yuan to witness how indigenous people were living harmoniously with nature and to share how female artist and scientist were determined to change the world with their love for passion, people and places.