Yellow Earth 2014 Campaign
Ahead of Yellow Earth’s Australian debut, Big Door Studios was approached to translate the Chinese retailer’s brand aesthetic into a relatable campaign suitable for the Australian market, with suitability for oversees use.
Depicting quintessentially Australian countryside scenes, Yellow Earth’s launch campaign positioned the brand as accessible, authentic and brave. The campaign was executed across pre-promotional advertising and in store merchandising at the brand’s new Australian store at Emporium Melbourne.
To take in store shoppers on the creative journey, a campaign video was produced to provide integration with the large format imagery.