Goldlion campaign showcases gentlemen 'in the know'

Chinese luxury brand Goldlion targets successful, fashion-conscious men in a new campaign promoting its fall/winter collection across Greater China. The 'Knowing' ('懂得') campaign, by TBWA Hong Kong, includes outdoor, in-store and digital elements. According to the brand, the target consumers not only invest in luxury goods, but also want to be seen as leaders of a sophisticated lifestyle movement who are 'in the know' about enjoying life. Which leads us to wonder why the plasticised models look so very serious while they enjoy their obviously sophisticated life of motorcycles and small aircraft. Perhaps some of the other 24 visuals in the campaign will show them cracking smiles?