New SMART Photo Essay – Brand Life Shanghai

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Today the SMART@Resonance team worked off-site to plan some new creative projects.

These are projects that are not client based but focussed on how the SMART team can stay SUPER SMART, and think about our clients challenges from a ‘fresh perspective’.

New SMART Photo Essay – Brand Life Shanghai

One of the new creative projects will be a photographic essay by Jerry Clode and Camille Pery, entitled “Brand Life Shanghai”.  To kick-start the process this morning, we got out the camera and explored one of our local neighborhoods.

The essay will focus on how local Shanghainese citizens coexist with the heavy level of branded content, that to a certain extent, defines their communal space.

Thinking about the themes informing “Brand Life Shanghai” – we noticed that David Beckham, China’s most recognisable celebrity had suddenly become a prominent part of the neighbourhood overnight, in the form of outdoor advertising. Literally, the locals were ‘hanging with David B’.

See below the initial scoping images, by SMART@Resonance researcher, Camille Pery.
We will share “Brand Life Shanghai” soon, once we have captured this aspect of post-modern Shanghai.

Deep in thought

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On the move

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Looking back

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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