Post pobrano z: Dove Chinese New Year Reconciliation

Mars China is promoting Dove (De Fu) chocolate in a commercial connecting Chinese New Year with intergenerational relationships. The 5-minute film tells the story of a young woman (Guan Xiao Tong) and her mother, their annual Chinese New Year ritual, and their changing relationship as they grow older. Their family greeting, “Nian nian de fu”, could be heard as “Good Fortune every year” or “Dove every year”. The commercial culminates in a touching reunion in which Dove chocolate and calligraphy is used to express their love.

The campaign was inspired by insights which revealed a growing emotional disconnect within families as Chinese people struggle to show affection and emotion, especially to their parents. The campaign sees a shift in strategy for Dove, which usually targets young independent women with its advertising. This campaign aims to drive growth in volume and penetration for the brand by appealing to a broader audience.

Arthur Tsang, CCO, BBDO Beijing, said, “This year, we wanted to tell the story of everyone; the importance of family love and how it lingers no matter how distant we become as life carries us away from our parents. Being headstrong, feisty and independent is one thing, but what is it as young people that we are really rebelling against? Our goal was simply to touch upon this nerve and remind our audience, there’s always someone that loves you back home.”

Thomas Delabriere, vice president, marketing, Mars China said, “This Chinese New Year, Dove wants to be the most talked about campaign for a spot that really touches people’s hearts.”

BBDO Beijing ECD Howard Mok said, “We have created the “Dove Girl” for more than 2 decades; she has always been an independent, witty and charming girl. However, this year, she misses home. We changed the Dove girl’s image to make it a reflection of everyone; she connected the family and the ritual of Chinese New Year. Through the Dove chocolate box, which contained all of the “Fu” calligraphy over the years, it not only deeply connected the brand and ‘Nian nian De Fu’, but also created a unique symbol of blessing Chinese New Year with chocolate.”

Credits

The Dove New Year campaign was developed at BBDO Beijing by chief creative officer Arthur Tsang, executive creative director/art director Howard Mok, group creative director/art director Gin Tee, copywriters Arthur Tsang, Bi Rui Zhang, Ray Xu, art directors Kevin Ni, Roy Yang, managing director Yeat Mung Koo, executive producer Max Lee, account director Joshua Teong, senior planner Jasmine Lai, account management team Jamie Wang, Sophie Hou, working with Mars China marketing VP Thomas Delabriere, marketing directors Jelina Wan and Bobo Chen, and marketing manager Lu Fu.

Filming was shot by director David Tsui via Moviola Productions with producer Christine Ip.

Post pobrano z: adidas One in a Billion here to create

adidas has launched “One in a Billion”, a commercial released in anticipation of Chinese New Year. The adidas One in a Billion commercial is an expression of the “Here to Create” advertising campaign developed in the USA, celebrating athletes who defy conventions, tackle challenges and express themselves as they use creativity to take their game to the next level. Here we see a new generation of athletes unleash their creativity across China, sparking a movement to inspire individuals of every sport to become one in a billion. Featured athletes are China national volleyball team player Hui Ruo Qui, China Olympic swimmer Ning Ze Tao and former football player David Beckham. “Among a billion in China, there is only one you. Your creativity is what sets you apart in sport and in life.”

The adidas One in a Billion commercial’s mass basketballer scenes poke fun at the 2015 Under Armour “Rule Yourself” campaign which focused on athletes repeating their actions over and over again to perfect their skills.

adidas One in a Billion Credits

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The adidas One in a Billion campaign was developed at 72andSunny, Los Angeles​ and New York, by chief creative officer Glenn Cole, group creative director Frank Hahn, creative director Wei Wei Dong, creative director Matthew Carey, creative technologist Tim Grover, copywriter Ben Wiley, designer Brandon Mai, chief production officer Tom Dunlap, executive producer Kerli Teo, producer Jenny Jones, group brand director James Stephens, brand director Ryan Warner, brand manager Brian Kim, brand coordinator Brittany Allen, group strategy director Sudeep Gohil, strategy director Ginger Xiang, senior strategist Marc Pardy, strategist Bogart Avila, partnerships and legal director Christina Rust, partnerships and legal manager Kelly Ventrelli, junior partnerships and legal manager Noah Winter, working with adidas VP, Global Brand Communications Ryan Morlan, global brand communications director Jenny Chen, creative production and shoot senior manager Eleanor Fitzgerald, adidas China sports performance brand director Marc Leroux, brand activation VP Philip Ho, brand communications senior director Josephine Tsai, brand communications director Lorna Leo, brand communication training manager Amy Fan.

Filming was shot by director Max Malkin via Prettybird with director of production Tracy Hauser, producer Matt Wersinger, executive producers Kerstin Emhoff and Ali Brown.

Editor was Bruce Herrman at Lost Planet, New York, with executive producer Krystn Wagenberg and producer Paolo Solarte.

Sound was designed at Barking Owl by sound designer Michael Anastasi, executive producer/creative director Kelly Bayett and producer Ashley Benton.

Finishing/VFX were produced at The Mill NY executive producer Melanie Wickham, senior producer Eliana Carranza-Pitcher, production coordinator Ashley Goodwin, shoot supervisor Eliza Randall, 2D lead artist Ilia Mokhtareizadeh, 2D artists Vi Nguyen, Andre Vidal, Mikey Smith, and Kyle Zemborain, motion graphics team Laura Nash and Chris Mennuto.

Color was produced at The Mill NY by colorist Mikey Rossiter, color assistants Nate Seymour and Elias Nousiopoulos, executive producer Dee Allen, producer Natalie Westerfield and colour coordinator Evan Bauer.

Sound was mixed at Heard City by audio mixer Eric Warzecha, producer Andi Lewis, and executive producer Sasha Awn.

Music, “Ash/Black Veil” by Apparat (Sascha Ring), was supervised by Daniel Cross.