The idea was simple. The team took a series of fun and quirky portraits that showed people wearing masks and smiling from ear to ear, but the smiling faces weren’t their own. The portraits are a combination of our lovely W+K colleagues wearing masks that feature smiles from different faces throughout the building.
Once the portraits were complete, they posted the mashups all over the Shanghai office building to share with the neighborhood and hopefully pass on more and more smiles. They also invited friends from businesses in the neighborhood to participate and create their own You Can’t Mask A Smile portraits. To spread the smiles even more, the team also created the hashtags #罩样笑# on Weibo (China's Twitter) and #youcantmaskasmile on Instagram as well as a filter. So far, they’ve had over 4.5 million views on Weibo and counting!
Masks might be a requirement, but they can’t mask our smiles.