Cai Xu Kun stars in Prada’s advertising campaign for the Qixi Festival, the Chinese equivalent of Valentine’s Day. The musician and artist is seen immersed in his studio writing and recording a track, before placing it is a precious case in a sparkling Prada Cleo bag, turning it into another gift. Kun’s track, You Know What I Want, composed especially for the campaign, plays in the background. The special collection dedicated to the Qixi Festival contains garments and accessories embellished with crystals, including the Prada Cleo and a pale pink top and dress for women, and the Prada Brique bag and loafers for men. The campaign is accompanied by an interactive challenge on the Douyin app, where Kun gifts his track to users in a Prada Cleo and invites them to create a custom video of them singing along.
Credits:
Talent: Cai Xu Kun
Creative director: Woo Wu
Photographer: Zeng Wu
Film director: AJ Duan
Original Music: You Know What I Want performed by Cai Xu Kun