Based around an animated pig puppet, the light-hearted 30-sec TVC highlights how the word ‘pig' is an integrated part of positive perception in Chinese culture. Other executions include print, outdoor and POS.
"We want to create a campaign that is locally relevant and cheerful, but also has a well wishing note," said Danny Chan, CD at McCann-Erickson Guangming, which developed the campaign.
Wellcome's marketing director Diane Chiu added: "Our objectives are to create empathy for the brand through an emotional connection, and emphasis our hardcore commitment in offering the best value."
