Wyeth's centennial campaign traces evolution of Chinese parenting

Client: Wyeth Nutrition

Agency: McCann Shanghai

Market: China

Campaign scope: TVC, WeChat Moments ad, traditional outdoor, print magazines, microsite

Details: 

The infant formula brand's campaign records how the new generation of young Chinese parents make changes in their lives to accompany their children as they grow up. The details captured range from sleeping in to waking up at 6 am; from wanting to travel around the world to spending time with their children; from being careless to heedful of their children's needs.

Press release quote:

Wyeth marketing and e-commerce general manager for Greater China, Zhang Suyi (张甦毅):

Rather than a simple story about the brand's history, we hope to have the brand's supporters—that is, our consumers—as the stories' lead characters and become the core of all communication activities. Every parent from every generation will find their own shadow in this strong and true narrative.

Campaign Asia-Pacific’s comments: One story shows a young mother waiting for her kids after school. That is pretty typical, until you notice she is working on her computer in the hallway while nibbling on a hamburger for dinner. This mother works at McCann Shanghai in the advertising traffic department, where overtime until midnight is commonplace. Turning an employee's real plight into fodder for a client's campaign shows astute observation and empathy for both parties.

Also, seeing that younger Chinese consumers do not like preaching styles of advertising, even from brands that are teaching them how to raise their children better, touching them with everyday stories is on the right track to emotional resonance with the brand.