A winter moment of happiness with you
Decathlon is one of the largest sporting goods retailers in the world. In China, it has more than 300 stores, the most outside of France. Since July 2021, CIVILIZATION has been its leading agency in its fastest growing market, and has recently launched a video “Butterfly” to tell a warm winter story for the brand.
With the borders closed, domestic tourism has experienced a boom as travellers seek out new experiences across the four seasons in the diverse landscapes of China, from surfing in the south to camping in the near-city outdoors to skiing in the north. In anticipation of the Winter Olympics 2022, there’s a surge of enthusiasm for snow sports among Chinese consumers.
“Butterfly” tells the tale of a father learning to let go. Following “love”, “independence” is a child’s next life stage, and it’s one that many parents find the most challenging to gel with their natural protective instincts.