Tell your own extraordinary Olympic stories
Ogilvy & Mather Beijing and Yili, the leading Chinese dairy brand and official Olympic sponsor of the Chinese Sports Delegation, have launched a new brand campaign, “Let’s Olympic Together,” to uncover ordinary people’s extraordinary stories.
Targeting mainland Chinese consumers, the campaign consists of a series of emotionally engaging outdoor print ads, microfilms, TVCs and digital engagement initiatives that inspire consumers to embrace a healthy lifestyle so that they can realize their own “Olympic” dreams.
VIEW THE HAPPY BACKPACKERS SPOT (In Mandarin).
VIEW THE RUN LAO LI SPOT (In Mandarin).
Teaming up with Chinese online video-sharing platform Youku, Ogilvy & Mather created
five microfilms for online, TV and outdoors. The first microfilm, “Happy Backpackers,” features an elderly traveling couple who have made world travel their personal “Olympic” challenge. Since the 2008 Beijing Olympic Games, the couple has backpacked through 46 countries in all seven continents with the belief that good health allows them to travel with an “Olympic” spirit.
The second microfilm, “Run Lao Li,” introduces an elderly but avid marathon runner while “Basketball player Han Wei,” (to be launched soon) highlights a man who is widely regarded as China’s premier exhibition basketball player. Specializing in basketball tricks, he started teaching young kids how to play after he became disabled.
In addition, O&M created two online video teasers in which renowned Chinese track and field Olympic gold medalist Mr. LIU Xiang invites consumers to upload their own “Olympic” story videos onto Youku.
A spokesperson from Yili’s brand management team said, “In this Olympics campaign, we
want to convey that Yili believes good health is essential for people who want to achieve
their dreams and live life to the fullest. We hope to appeal to consumers on a deeper
emotional level about the importance of a healthy lifestyle. This has been one of Yili’s core
messages since our rebranding effort in 2011.”
President of O&M Advertising China, Raymond Tao, said, “In China, achieving more in
the Olympics means more champions, gold medals and honor – and for Chinese consumers,
the Games also elicit feelings of national unity, strength and pride. For this campaign, we
wanted to do more than simply highlight the star power of celebrity athletes so we focused
our lens on ordinary consumers whose real life stories are often deeply personal and moving.”
Credits – Creative Director: CQ Chen. Art Directors: Ivan Lee, Wei Tian, Xiu Feng. Copywriter: CQ Chen.
