Erdos 1980 needed to find a way to show their heritage in the cashmere industry, at the same time they needed to signal a shift towards a more modern, global brand in order to attract a younger audience.

Tapping into a renewed sense of pride in all things made in China, yet, with an international feel, the campaign let existing and future audiences know that Erdos 1980 is rooted in tradition, proud of its heritage, yet with an eye on the future of luxury.