Creed x Simon Beck's
Groundbreaking China Campaign
Red Ant Asia concepted and executed an industry first China social media and influencer collaboration for
Creed with Simon Beck (the world’s leading snow artist). This unprecedented artistic collaboration was to celebrate Silver Mountain Water, Creed’s hero fragrance.
A Union of
Fragrance & Art.
Creed has long been synonymous with craftsmanship, innovation and artistry.
Silver Mountain Water, one of its most celebrated fragrances, embodies the
freshness and purity of snow-capped peaks. This collaboration with Simon Beck,
a visionary artist known for his intricate geometric creations etched into
vast snowy landscapes – bridges the worlds of fine fragrance and land art,
reinforcing Creed’s legacy of pushing creative boundaries.
Simon Beck's Mastery in Snow Art.
For this collaboration, Simon meticulously studied Creed’s logo,
considering proportions, camera effects, snow quality and weather conditions. His
creative journey – challenged by high winds and freezing temperatures – was documented
in an exclusive art film, offering a rare glimpse into his process. The result?
A mesmerising tribute to Silver Mountain Water, reflecting both Simon’s ingenuity
and Creed’s dedication to excellence.
Concepted for Creed in China,
Made in China, by Red Ant Asia.
Set against the breathtaking landscape of Xilingol, Northern China, the artwork
embodies the harmony between nature, artistry and fragrance. Known as “the river
on the plateau and the snow-covered mountain peaks”‘, Xilingol’s vast, untouched
terrain served as the perfect canvas. Through geometric precision and creative
vision, the artist has reimagined the fragrance’s essence, translating it into a striking
visual spectacle on the snowy plains.
Red Ant Asia and Creed have been working together for over 5 years.
Red Ant Asia is Creed’s lead China digital, social, influencer, content, creative,
marketing agency for China.
Results.
- Sales Growth
Sales of Silver Mountain Water grew by 40% compared to the same period last year. The retail conversion rate was 67% versus previous year.
- Brand Impact
1.18billion impressions were made, with a predicted value of almost 7million RMB. There were also over 130,000 engagements (clicks/likes/shares, etc.).
- Billboard Advertising
Generated an estimated 36million extra impressions.