以传统佳节新春作为传播节点，我们从“礼”字进行创意，以放大国人的情感共鸣，通过诠释礼到升华礼，最终展现百雀羚的东方美学，以此完成对“宫标加冕美什件礼盒”事件的引爆以及对百雀羚品牌的升华。

我们将经典的《礼仪十荐》全新演绎，用创新与传承，将东方风格自成一派。礼仪动作有十：拱手礼、一拜礼、两拜礼、三拜礼、叩首礼、执手礼、推手礼、交手礼、揖礼、鞠躬礼。

十支十秒的诙谐幽默影片，以武侠功夫过招的方式，展示请益拜礼的动作，最后将“礼”落到赠送“美什件”。让观众在莞尔一笑的同时，记住了百雀羚对东方文化的继承和传播。

Pairing with Chinese Traditional New Year, GP developed the campaign from the concept of ‘etiquette’ to enhance the emotional resonance. The concept was re-interpreted and elevated to showcase the oriental aesthetics promoted by Pechoin, thus led to the seasonal limited edition cosmetic set, and raised the brand to another level.

10 short witty videos of 10 seconds long were designed and filmed. Actors demonstrated 10 etiquette gestures with Chinese martial arts moves, and ended with giving away the limited edition set. These videos managed to make the audiences laugh and walk away remembering Pechoin’s commitment to inherit and promote Chinese culture.