LE PASSAGE - JNBY CHAT : THE FUTURE

JNBY - CHAT : THE FUTURE

As the major brand of JNBY Group, JNBY adheres to the concept of Modern, Dynamic, Interesting and Calm and has long been the most representative women’s clothing brand in China. LE PASSAGE customized a creative project CHAT : THE FUTURE for the women's clothing brand JNBY, and cooperated with actor Yueyi Wang (Hachi), model Yejing Xiang (Cici), and vlogger and filmmaker Jingzhu Shao (Zhuzi) to present their exploration and thinking of inner and outer world in this fast-moving society.

作为江南布衣集团的核心品牌，JNBY 秉持着「现代、活力、意趣、坦然」并存的品牌理念，在国内本土女装品牌行业长期占据细分市场领头羊的地位。时髦且更多元的风格，让 JNBY 在保持高粉丝忠诚度的同时也不断吸引着更年轻的新消费群体。2019年夏秋，LE PASSAGE 为 JNBY 策划及制作了 19AW 创意项目「CHAT : THE FUTURE 关于未来」，并携手演员王悦伊 (八哥哥)、超模项偞婧 (Cici)、vlog 博主及导演邵竞竹 (竹子) 三位个性鲜明的女性，探讨在快速运转的当下，她们对内在及外界关联性的探索与思考。

LE PASSAGE cooperated with three female influencers who had distinct personalities and similarities with JNBY’s brand image and worked closely with the brand to design shooting script. The project themed on CHAT : THE FUTURE and invited the three representative females to speak out their attitudes toward the past, present and future.

By combining with vlog, street snap, and interview, the project was presented in three posts as a series of commercial. They were wearing JNBY 2019 AW collection and talked about their daily life in the past, present and future, to interpret the brand concept and highlight the theme of this project - CHAT : THE FUTURE.

LE PASSAGE 根据品牌市场战略规划，邀请三位与 JNBY 调性一致，同时具有清晰个人定位的影响力人物作为出镜演员。在方案策划及拍摄脚本设计阶段，LEP 团队与品牌紧密合作，围绕「与未来的自己对话」这一主轴，以过去、当下和未来三大节点，勾勒出三位女性在与自己持续对话的闭环中产生的思考和沉淀。

我们以轻松写实、具代入感的 vlog 短视频和平面街拍的组合拍摄方式，结合人物对谈采访，通过三期系列内容展现出八哥哥、Cici 和竹子鲜少被外界了解到的个人状态和观点。她们分别穿着品牌最新系列服饰，漫步在日常生活轨迹中，以最真实的视角，聊各自的过去、现在和未来，从而诠释出 JNBY 所秉持的品牌理念。

Yueyi Wang is a new generation actor graduated from Communication University of China, who is more well-known with the name Hachi. Her strong personal style and unique temperament make her popular on social media. Hachi represents young girls who dare to break the rules and seek for more possibilities of beauty.

新生代演员王悦伊，毕业于中国传媒大学。她更为人熟知的名字是「八哥哥」，极强的个人风格，令人过目不忘的气质，让她在社交网络上受到广泛关注。她用个性诠释年轻与活力，执意挑战更大的可能性，冲破「美」所带来的束缚。

Cici is an artist, writer, model and founder of C FOR ABC project. Cici has been labelled as a cool and indifferent girl, but it is hard to define she merely with a single identity. There are full of surprises when you get more familiar with her.

国际超模，「艺术你我C」项目主理人，艺术评论人，写作者……很难用单一身份来定义现在的Cici。「高冷、淡然」是她给人固有印象，然而在「冷」的表象之下，是让人预想不到的意趣横生。她不被标签所固化，在不断探索尝试中，成为本身的自己。

Jingzhu Shao is a filmmaker, photographer, writer, and one of the top vloggers in China. She is more familiar with the name "Zhuzi". Her life revolves around creation and choices. For her, jumping out of the comfort zone, going after what she loves, not being afraid of failure to become the best version of herself are the most important things.

邵竞竹是中国第一批 vlog 博主，同时还是视频导演、摄影师、自媒体人。网友们喜欢亲昵的叫她作「竹子」。对她而言，「创作」和「选择」即是生活本身。坦然地追求自己热爱的事物，坦然地直面自己的敏感、脆弱和迷茫，坦然地去打破自己的舒适区。不惧回到原点，寻找更高、更新的自我。

In conjunction with the launch of three posts of project CHAT : THE FUTURE, the three influencers updated their vlog on Weibo pages. These videos have been watched by over 14 million people and reposted over 60 thousand times on Weibo. Zhuzi also posted the vlog on her official WeChat Account and Bilibili homepage.

配合 JNBY 19AW「CHAT：THE FUTURE 关于未来」项目三期系列内容上线，参与出镜的三位影响力人物同步在微博自媒体渠道发布当期 vlog 短视频。三期 vlog视频微博观看人数达 1410W+，互动转发量达6.5W+条。其中，第三期 JNBY X 竹子篇相关内容也在竹子的自媒体公众号和 B 站账号展开内容投放。

All of the three influencers spoke out their attitudes in vlog, which further highlighted the female images JNBY tried to portray. Our client successfully access to the mass market and enhance its brand identity, with a combination of high-quality marketing contents and effective communication channels. Moreover, three influencers' followers could get favourable impressions on the brand. JNBY got the chance to gain potential audience and meanwhile enhance loyalty of the existing customers.

本次项目三条创意定制视频中，八哥哥、Cici、竹子所表达的观点态度，勾勒出更加丰满而立体的 JNBY 女性形象。优质内容营销和有效传播渠道，让品牌渗透到大众市场及舆论空间的同时，进一步扩大知名度、提升附加价值。此外，该项目内容通过八哥哥、Cici、竹子的自媒体渠道发布，不仅增强现有消费群体的粉丝黏度和忠诚度，同时也将品牌理念和形象传递给影响力人物的女性粉丝客群，加深消费者对品牌调性的认知和好感，形成二次传播互动。

PRODUCTION LE PASSAGE

STARRING HACHI | CICI XIANG | ZHUZI

VOL.1 JNBY X HACHI

PRODUCER TANG CHAN SCRIPTERS TANG CHAN & CHEN LI EXECUTIVE DIRECTOR & CINEMATOGRAPHER XUAN LIN PHOTOGRAPHER YUMENG ZHENG

STYLIST JIANG MAKEUP & HAIR ARTIST BINGBING XUE MAKEUP & HAIR ASSISTANTS SIYA & XIAOHAN EDITING XUAN LIN LINE PRODUCER AMARANTE LUO PRODUCCTION ASSISTANT TIANYU

VOL.2 JNBY X CICI

PRODUCER TANG CHAN SCRIPTER & EXECUTIVE DIRECTOR CHEN LI CINEMATOGRAPHERS QUENTIN BORDES & ZOE ZHAO PHOTOGRAPHER WILLIAM TANG

STYLIST JIANG MAKEUP & HAIR ARTIST YUMI NOH HAIR ASSISTANT KITAE LEE EDITING EVA LI LINE PRODUCERS AMARANTE LUO & ZOE ZHAO PRODUCCTION ASSISTANT TIANYU

VOL.3 JNBY X ZHUZI

PRODUCER TANG CHAN SCRIPTER TANG CHAN & KIT WONG EXECUTIVE DIRECTOR AJ DUAN CINEMATOGRAPHERS WUZHE & AJ DUAN PHOTOGRAPHER ROY ZHANG

STYLIST JIANG MAKEUP & HAIR ARTIST BINGBING XUE MAKEUP & HAIR ASSISTANT SIYA EDITING AJ DUAN LINE PRODUCER AMARANTE LUO PRODUCCTION ASSISTANT TIANYU

SPECIAL THANKS POSTPOST & FUDIAO & BIGSMALL CAFE