Chinois Ibiza launches new ‘We Are Chinois’ fun, catchy video campaign: ‘We Are Chinois. However you say it, this is your club. Join the tribe’

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Chinois Ibiza launches an audacious new campaign of short cinematic videos focusing on the club’s name and identity - ‘We Are Chinois’. The campaign shows Chinois’ welcoming inclusive community-led ethos, giving a voice to that community and in turn, a voice to the club.

‘Chin-woz’ ‘Sheen-waz’ ‘Chen-oise’… the series of playful, funny videos launching across social media (view first video here), uses snatches of filmed interviews with over thirty Ibiza faces of diverse ethnicity, sex, age, cultures, walks of life, cheerfully demonstrating how they’d pronounce ‘Chinois’. Rather than tell us how it ‘should’ be said, the warm, inclusive message is, ‘No matter how you say it, Chinois belongs to you, the music lovers, the dancers, the locals, the island.’ 

Why this campaign? ‘Ibiza is such a multi-cultural world stage. A lot of people from different language backgrounds were vocalising that they didn’t know what the name was or how to say it. Instead of making this into a negative, I saw it as a window to turn it into a positive, making it funny and catchy,’ says William Worrell, Chinois’ Creative Lead, who conceived the idea together with Sharon Simonetta, Chinois’ Global Director of Marketing & Communications. 

Why this format? ‘Nothing is more powerful than human beings looking in at human beings being human’ William says. ‘We wanted to breathe new life into our brand and attach identity to it by painting it with different faces. I had always been inspired by Oliviero Toscani and what he did in the 90s with United Colors of Benetton. This was also a bit of a homage to him as he passed this year. To paint a brand as rich and steeped in culture and history, the only way to do that is with people, not fancy interiors or flashy effects.’

Sharon adds, ‘this campaign was created with one simple idea in mind: we’re all different — we each see the world through our own eyes — but that doesn’t matter. In the end, we’re all part of the same whole. The dance floor is one of those rare places where community comes alive, where we truly feel united. It doesn’t matter how you say “Chinois” — what matters is that this is a place where you can simply be yourself. This is your place, this is your club. You belong here.’

Look out for future videos of new faces – sometimes of those behind the scenes at the club - in these formats. It’s about getting it, not getting it ‘right’.

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Chinois - @chinoisibiza

Chinois

Address: Passeig Joan Carles 1, 17, 07800 Ibiza

Opening Hours: 23:30 - 06:30