Jenny Chan 陳詠欣
Jan 9, 2015

Wellcome banks on deity-magician to work wonders for Chinese New Year

HONG KONG - Wellcome's celebrity dream-team of Bowie Wu (胡楓), Helena Law (羅蘭), Fred Cheng (鄭俊弘), Roger Kwok (郭晉安) and Joey Meng (萬綺雯), is conjuring up a supermarket-utopia for its Year Of the Ram campaign, where everyone is turned into a God Of Fortune.

wide player in 16:9 format. Used on article page for Campaign.

Client: Wellcome (惠康)

Agency: Grey

Market: Hong Kong

Scope: Television (TVB Jade and HD Jade), MTR, buses, social-networking sites (Facebook and YouTube)


The brand injects a little magic into a typical festival campaign, where the Chinese love of wealth and prosperity is the insight driving creative expressions.

Wu, the head "god", magically transforms supermarket customers into God-of-Fortune incarnations as he passes by them.

The idea is to get everyone to buy Wellcome groceries, equivalent to "stocking fortune", which can then be passed on to others.

Uncut behind-the-scenes footage of the TVC will be shown on Wellcome's Facebook page, with in-store promotions and "gold tael" prizes driving festive purchases.

Campaign Asia-Pacific’s comments: The magic treatment offers differentiation from the price competition inherent in the supermarket category. Because the colour red is often associated with discount signs, associating the same sort of red with the ultimate Chinese cultural symbol of money may not denote a price reduction, particularly with the inclination to buy presentable (read: more expensive) products as gifts for Chinese New Year.  


Agency: Grey Hong Kong
Business director: Katherine Wong
Associate account director: Michael Tse
Group creative director: Almon Lam
Head of art: Chris Yung
Associate creative director: Henry Yim
Head of TV production: John Lo
Production house: Oglo Production


Related Articles

Just Published

5 hours ago

Should brands continue to take a stance in Asia's ...

After Samsung pulled an ad featuring a drag queen and his mother in Singapore, eight creative and communications leaders discuss how brands should balance purpose and politics.

6 hours ago

Women Leading Change Awards 2022: Call for entries

Get started now on your entries for the sixth-annual awards honouring business leaders, change-makers, trailblazers, and rising stars. The early-bird deadline is February 25.

6 hours ago

WFA offers guide for DEI-conscious media planning ...

DEI is not just a task for creative and HR teams, the guide's authors argue: Planning and buying choices play a critical role in supporting diverse voices and controlling whether hate speech and misinformation get funded.

7 hours ago

Let’s move beyond the simplistic ‘business case’ ...

There’s far more at stake here and leaders need to demonstrate they know the importance of moving beyond mandates, says the CEO of PHD India.