Every year China’s dairy category is always the same, with dozens of brands shouting the same message. In 2016, the year of Olympics, all brands were trying to associate themselves with fitness.
Dairy giant Yili posed a challenge: standing out from the category “white” noise.
While fitness and health is on the rise in China, a lot of people find working out intimidating. What if you can’t run 10 kilometres or plank for 20 minutes? Does that mean you should never even start trying? A healthy lifestyle should be for everyone, it’s never too late to start now and there are many ways to achieve it.
We created the Yili #littlebigachievement campaign to give everyone a chance to feel good about themselves and share their achievement, even if it was only a small one. We wanted to show that starting the process of becoming healthier is a lot easier than people thought – and fun too!