LONGCHAMP | RIDING THE SPRING BREEZE
How Longchamp found spring in a childhood memory.
For the Year of the Horse, Longchamp took its cue from the spring in Spring Festival. A season of renewal, brought to life through a shared childhood memory in China: the rocking horse. Rather than grand equestrian imagery, a familiar little horse that brings back the simple joy of being young and carefree.
That feeling became Riding the Spring Breeze (摇曳生风). Against the season's loud, saturated reds, blue skies and green fields set a lighter mood. The rocking rhythm becomes the campaign's heartbeat: a childhood memory carrying Longchamp into a new spring.
Photographed and directed by Leslie Zhang and starring model Cici Xiang, the campaign unfolds from blue skies and green fields into the city: window and in-store installations, a Rocking Horse Playground, OOH takeovers, a WeChat mini program, and AI rocking-horse fireworks lighting up the Taipei 101 New Year countdown.
Riding the Spring Breeze (摇曳生风)
OOH, nationwide.
Billboards and window takeovers across China, plus AI rocking-horse fireworks for the Taipei 101 New Year countdown.
Rocking Horse Playgrounds.
Tokens, scratch cards, Plinko and rocking-horse cookies in Beijing and Wuhan, and a WeChat mini program with digital red pockets.
Credits
Title of ad: Riding the Spring Breeze
Client: Longchamp
Agency: FRED & FARID Shanghai
Chief Creative Officers: Fred & Farid
President & Executive Creative Director: Feng Huang
Group Creative Director: Adrien Goris
Associate Creative Director: Zoe Zhao
Art directors: Zoe Zhao, Siyuan Huang
Designer: Joy Yang
Agency Supervisors: Paul Lin, Quinn Jiang
Agency Producer: Caroline Wei
Photographer & Director: Leslie Zhang
Starring: Cici Xiang