Topshop Launching Digital Campaign for Chinese New Year

The short film, called "Lanterns," will make its debut Wednesday on the brand’s Chinese social networks and all of its platforms globally.

A still from Topshop’s Chinese New Year campaign.

CHINESE CRACKER: Topshop has created a short film to celebrate Chinese New Year, its first campaign to mark the occasion, which falls on Feb. 8 this year.

The film, called “Lanterns,” is set in London and sees two models watch as lanterns float over the capital and the Houses of Parliament. It is set to a cover of “This Little Light of Mine” by Berend Dubbe and Gwen Thomas, and ends by wishing the viewer a “Happy Chinese New Year” in English and “Prosperous New Year” in traditional Chinese characters.

The film lasts 58 seconds, a consideration made to coincide with Chinese superstitions of numerology using the luckiest numbers 5 and 8, both of which are symbols of wealth and prosperity.

VIDEO: Click Here to See the Film >>

The film will make its debut Wednesday on Topshop’s Chinese social networks and all of its platforms globally including YouTube, Facebook, Twitter, Google+, Pinterest and Instagram. Topshop currently has more than 10 million followers on its Chinese Weibo site and more than 6 million across its other social media channels. The first Topshop store in China will open in May, with a flagship in Hong Kong.

Additionally, in keeping with the Chinese New Year tradition to gift “Lucky Money” as a wish of prosperity, the brand has created limited-edition lucky red gift cards and envelopes, which will be available in its flagships and online globally.