To raise awareness, Prada is celebrating Lunar New Year with ‘Action in the Year of the Tiger’, a combined campaign and project dedicated to safeguarding this legendary animal. The stars of the campaign are two famous faces from the showbiz world: actor and singer Li Yifeng – Best Supporting Actor at the 33th Hundred Flowers Awards – and actress Chun Xia, who won a Hong Kong Film Award for her performance in the film 'Port of Call'.
The images and video, produced in partnership with photographer Liu Song, forgo any fictional elements and instead depict Li Yifeng and Chun Xia moving around an evocative red space. The result is a narrative built on gestures and direct, spontaneous interaction with the viewer.
Yet this is only the basis for multilayered narrative that devolves around the campaign mission.
Starting from the most visible Prada symbol, its logo, which is transformed into a powerful icon based on classical Chinese techniques and the tiger’s characteristic attributes, the core of the campaign is indeed a collective “action”.
ACTION IN THE YEAR OF THE TIGER
The Prada Group is also contributing to the conservation of endangered Amur tiger by making a donation to “Walking with Tiger and Leopard” Programme of China Green Foundation. The programme will share information of wildlife and biodiversity with the public by high-tech monitoring methods, and improve the awareness of tiger and leopard conservation by environmental education in order to create an “Eden of Big Cats” allowing tigers to live in harmony with humans.
Photography by Liu Song
Video by Shi Kangning
Talent Chun Xia, Li Yifeng
Creative direction by Ferdinando Verderi