Unilever’s LUX brand wanted to encourage women in China to “Smash the Labels” that they receive online. We chose the Kelly Clarkson’s “stronger” rewritten by UMG artist Tifa Chen based on crowdsourced "insults" and performed by Dylan Xiong as a male voice of allyship. The new female empowerment anthem “Unstoppable” topped the fresh music chart at No.1, was performed live on reality show "Sisters Who Make Waves" to an audience of 52.4M viewers and generated a huge amount of positive PR for the LUX brand and their positive feminist message - with a total song and MV reach of 342M and over 1.2B impressions during the campaign.
Dylan Xiong x LUX - Unstoppable
The music video contains both product placement and brand ques to tie the content back to LUX
And the track itself was released across multiple DSPs worldwide with the full pr support of UMG group