Other Consumer Products including durable goods

The Shortlist
CAMPAIGN
BITI'S Hunter - Going Far to be truly back
AGENCY
Redder Advertising Company
CLIENT
BITI'S
BRAND
BITI'S HUNTER
DETAILS
Lunar New Year holiday (Tet) is the biggest homing occasion as well as the longest vacation of Vietnam, consequently the peak of conflict between going home and travelling – especially travelling regarded & attacked as a selfish choice of the youth ignoring the family at the most meaningful occasion of the year. At that time, a new-born child of Vietnam’s national footwear brand Biti’s – Biti’s Hunter, which stands for travelling/experiencing inspiration – is facing challenges to engage with their young target and to represent the comeback of their heritage mother brand.
 
Backboned by the powerful insight that home is most valued when people go far and experience enough to appreciate it, Biti’s Hunter invested a small budget of $90,000 in the campaign GOING AWAY TO BE TRULY BACK. The campaign started with social controversy between #teamGO and #teamBACK led by most controversial KOLs. Media were leveraged to channel all attention to the comeback of Biti’s and “go far OR back home” discussion. At peak of the debate, Biti’s Hunter released their answer in a new arising popular Vietnamese singer - Soobin Hoang Son’s original music video “GOING FAR TO BE TRULY BACK” – unveiling the insight, celebrating journeys of life and their role in awakening the appreciation for home in young hearts, the perfect answer for both sides of the conflict and for Hunter – the brand of travelling inspiration to experience and grow up for the youth. 
CAMPAIGN
Be a Family Person
AGENCY
BBDO Taiwan
CLIENT
BenQ
BRAND
Home Projector
DETAILS
Most Taiwanese small families do not consider home projectors essential household items. Our challenge was to turn it into one.
Our insight was that many modern Taiwanese couples experience various marital problems originating from the homemaker/breadwinner dichotomy. We identified three main marital issues and addressed them through three corresponding short films. In the films, BenQ home projector took the role of a “fixer,” an essential item bringing life back into the relationship.
The campaign struck a chord: it turned a -67% sales decline into a 205% growth (source: BenQ Campaign Result Review, 2016).  
CAMPAIGN
Adidas Olympics 2016 ‘Three Fingers'
AGENCY
TBWA Shanghai
CLIENT
Adidas
BRAND
Olympics 2016
DETAILS
The 2016 Rio Olympics was the sports event of the year and adidas wanted to be the most watched brand of the games.
But adidas was not an official Olympic partner, which meant we weren’t legally allowed to mention anything Olympics-related and adidas would only commit a small investment to this campaign.
By cleverly leveraging adidas’ sponsorship of the Chinese Women’s Volleyball team and leading a strong social-driven activation, we managed to create visibility and social conversations for the brand through a simple three finger hand sign.
The viewership and engagement of our Olympics social campaign even outshined our main competitor Nike, despite them being an official supplier for the games and their significantly larger media investment.
CAMPAIGN
Power of Play
AGENCY
BBDO Hong Kong
CLIENT
Mattel
BRAND
Spin Art Designer, Feature Hair Princess, Ultimate Puppy Mobile, Galaxy Barbie doll & flying cat
DETAILS
This is a story of how Barbie completely revitalised its brand across Asia by demonstrating the sheer transformative power that imaginative play has on young girls.
 
For 55 years, Barbie’s iconic brand of imaginative play had inspired generations of girls across the Western continents. However, in Asia – where 7 in 10 parents don't value imaginative play (free play) in their children’s development; preferring more structured, skill-based activities; Barbie found herself in the second slowest growing Dolls category in the fastest growing markets for Toys. For Barbie to grow, she urgently needed to get parents of young girls across Asia to re-appraise imaginative play as invaluable to their child.    
Everything changed when ‘The Power of Play’ was launched. Inspired by the finding that just a few moments playing with Barbie can significantly boost a child’s creativity, problem solving and social interaction skills, we produced a series of highly persuasive and unscripted videos to document these transformations. 
 
Supporting these with a set of strategically deployed campaign elements, ‘The Power of Play’ touched more than 25 million hearts of Asian moms, started a discussion about the importance of imaginative play, and introduced Barbie into the lives of little girls across Asia.
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