MullenLowe China + Guerlain cast a healing spell in campaign "My Mr. Honey" for Abeille Royale

Guerlain.jpg"Let's meet on the Island of Healing," Yang Yang said on Weibo earlier this month. "I'll be waiting." This enigmatic micro-blog post earned over 380,000 retweets, and helped to unveil Guerlain's new creative campaign entitled, "My Mr. Honey".

The "Island of Healing" is a clue to the entire campaign - and has generated a great deal of online discussion, reaching a crescendo with the screening of the micro-movie, "My Mr. Honey".

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Guerlain2.jpg"Sometimes to escape from the dark side, we need a hero," said Michael Chow, Senior Creative Director at MullenLowe China. "Yang Yang helps the heroine in our campaign to overcome difficulties and frustrations. He does this with care, comfort and encouragement. There's another hero, too: Guerlain Abeille Royale, which contains the remarkable healing power of natural bee honey. The Island of Healing is in fact the real island of Ouessant in France: home to the rare black bee and a special place where our heroine in the campaign finally recovers."

Shirley Tai, General Manager of Guerlain China shares her enthusiasm for the campaign, "Honey from the island of Ouessant is the source of the wonderful healing power found in Guerlain Abeille Royale. So the idea of gentle, natural healing fits perfectly with Yang Yang's caring temperament. In simple terms, this is a unique product from Guerlain - designed especially for those in search of healing."

The "My Mr. Honey" campaign will share the remarkable healing story with consumers through offline events, micro-movie, print and online advertising.

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