The campaign is an annual polling competition to recognize brands that includes the citizens of Hong Kong. Wellcome is also taking it as an opportunity to observe shopping habits in the city.
Aside from the competition, the campaign tells the story of a typical Hong Kong family with a mom who has given up her dream to be a weightlifter to care for her family. In the end, she decides to revisit the sports arena and fight for the gold. Wellcome has launched initial teaser trailers on local television to drive traffic to the campaign’s website, which features the full-length movie, mini-games and interactive videos on each of the characters in the family.
Whether or not the mother can win a gold medal, the message is that everyone stands a chance to win one in the Wellcome awards. As the daughter in the family says, “it’s just the matter of trying.”
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Credits:
Project Wellcome Favourite Brands Awards 2009
Client Wellcome Supermarket
Creative agency McCann Worldgroup, Hong Kong
Executive creative director Spencer Wong
Creative director Danny Chan
Film director Alfred Hau
Exposure Television, online
Aside from the competition, the campaign tells the story of a typical Hong Kong family with a mom who has given up her dream to be a weightlifter to care for her family. In the end, she decides to revisit the sports arena and fight for the gold. Wellcome has launched initial teaser trailers on local television to drive traffic to the campaign’s website, which features the full-length movie, mini-games and interactive videos on each of the characters in the family.
Whether or not the mother can win a gold medal, the message is that everyone stands a chance to win one in the Wellcome awards. As the daughter in the family says, “it’s just the matter of trying.”
Credits:
Project Wellcome Favourite Brands Awards 2009
Client Wellcome Supermarket
Creative agency McCann Worldgroup, Hong Kong
Executive creative director Spencer Wong
Creative director Danny Chan
Film director Alfred Hau
Exposure Television, online
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