Transforming ordinary laundry into vibrant art in debut brand campaign in China

Reimagine Everyday

[Campaign][Design] [2023]

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CASETiFY, known for using phone cases as blank canvases for self-expression, took a fresh approach by highlighting "unexpected canvases" around us. In the streets of Shanghai, bed sheets hang outside traditional 'longtangs', adding a splash of color to the city's backdrop. Drawing on this inspiration, CASETiFY invited 16 artists from both domestic and international backgrounds to reinterpret these into artworks. Among the contributors were paper-cutting artist Chen Fenwan, multimedia artists LOXEL and Joyce Wu, illustrators Joce Cova, Phannapast, Yeah Yeah Chloe, Bodil Jane, WHOSMNG, Uncle Belly, and Humberto Cruz, graffiti artists Crosswave and Zibezi, and musicians Cacien and jfever. Each artist's interpretation was printed onto oversized fabric panels and hung along the actual longtangs that inspired them, turning the campaign's source material back into a living installation. The artworks were then translated onto a limited run of phone cases, bridging the gap between street-level inspiration and everyday object — letting the city's own visual language travel home with its residents.

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32M+ total campaign impressions across Xiaohongshu, WeChat, and Weibo in the first month

16 artists reinterpreting the longtang bed sheets into original artworks

1 limited-run phone case collection bridging street-level inspiration and everyday object

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The results spoke for themselves, but what mattered more was how Ugly translated a local visual language into something our global audience immediately connected with.
Wesley Ng, Head of Brand, CASETiFY

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