Atome and K-pop band ASTRO want to shatter fashion expectations

Buy now, pay later, the Atome brand has unveiled a new video that promotes genderless fashion and encourages people to express themselves and dress the way they want. Featuring brand ambassadors and K-pop boy group ASTRO, the video is titled “Own Your Expression” and sees the members getting ready to film a commercial. The six members then alternate between different outfits throughout the video, further reinforcing the campaign slogan “Own Your Expression”. ASTRO was appointed Brand Ambassador in October 2021.

The video was produced in collaboration with BBDO Singapore and Mashup and is one of the two biggest campaigns organized to launch this year alongside two livelihood campaigns. BBDO Singapore has been selected as the regional creative agency for April 2022 this year. The campaign has 87,000 views on YouTube and 9.3,000 likes at the time of writing.

The campaign also encourages millennials and millennials in Southeast Asia and Hong Kong to submit original fashion and beauty expressions via Instagram and TikTok while using the hashtag #OwnYourExpression and up to 30 winners have been won. selected. This user-generated content social challenge kicked off on June 4 and ran for two weeks. Users were asked to film themselves doing a short parade in their original look, makeup and outfit using Atome’s “Own Your Expression” filter and upload the short videos. Atom previously expected over a million looks and 1,200 miles of “track” to be created during this phase of the campaign.

Meanwhile, a live-streamed fashion show will be held at Suntec City, West Atrium on June 25 in Singapore, as well as an experiential pop-up store featuring fashion and beauty brands such as ZALORA, ALDO and SHEIN.

Vangie Hu, Vice President of Marketing at Atome, explained that fashion is changing rapidly and traditional fashion standards are being challenged by young consumers today.

BBDO Creative President Tay Guan Hin said “Own Your Expression” is how people choose to express themselves through fashion. “By democratizing fashion, Atome gives consumers control over their own style and expression,” he said.

According to Atom earlier this month, “Own Your Expression” looks at how the younger Asian generation is creating and styling their own looks and challenging conventional fashion and beauty norms. The month-long campaign encourages people to showcase the look that defines them, rather than the convention that tells them what they should look like. It will work on OOH, online, social and in the field.

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Atom Dazzles With K-pop Group ASTRO As Global Brand Ambassador


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