Healthcare brand Infinitus and Ogilvy Shanghai encourage consumers to believe in themselves
Healthcare brand Infinitus, part of Chinese food manufacturer Lee Kum Kee Health Product Group, has teamed up with Ogilvy & Mather Shanghai to launch their first brand campaign, which comprises of a 15-second TV spot and a set of three print ads (pictured) and online microfilms that promote Infinitus' philosophy of nurturing life through herbal healthcare.VIEW THE TVC
The three online microfilms feature real stories of Chinese individuals who defy all odds to achieve their goals by sheer will and a belief in their own unlimited potential. In one of the microfilms, "I persist, I believe," the main character Chen Jin is a 50-year-old farmer who was unable to walk until he was six years old. Even with a physical disability at a young age, Chen started training for and running marathons at the age of 42. Under such dire physical and environmental circumstances, Chen was undeterred and placed fifth at the Weihai International Triathlon in 2011 - an achievement only made possible by his perseverance and belief in himself.
"Even though Infinitus has been in China for more than 20 years, this is
our first brand campaign," said Guojin Yang, Senior Vice President of
Lee Kum Kee Health Products Group. "Whether it's improving a person's
health or changing their own future, we believe the greatest source of
strength comes from within. We were so moved by these three stories of
everyday individuals mentally and physically struggling to overcome
challenges that we decided to portray them as microfilms to share and
engage with the world. Through an emotional storytelling, Ogilvy's done a
phenomenal job at helping us spread the herbal health culture and raise
awareness of our brand."VIEW MICROFILM 1.
VIEW MICROFILM 2.
VIEW MICROFILM 3.
Managing Director of Ogilvy & Mather Shanghai, Yuan Yong, said, "It's becoming ever so common to use microfilms in brand marketing, but Infinitus tactfully points out their company philosophy by highlighting the inspirational stories of ordinary people in their late 30's and 40's who face the choice of balancing work and money with their health. We hope that consumers facing this very same challenge will find their inner strength for better health."
Credits - Managing Director: Yuan Yong. Group Creative Director: Thomas Zhu. Creative Director: Joe Wu. Associate Creative Director: Koko Huang. Copywriter: Kiddy Wang. Business Director: Franie Zhang. Account Team: Angel Chen, Jadie Gu, Ashley Zhou. Art Directors: Phoebe Liao, Jack Xuan. Agency Producer: Xiaolong Wu. Media Agency: Mindshare. Director: Hsiao Ya Chuan. Production House: BIT.
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