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2019 BRONZE

Mengniu YouyiC When & Where Adventure Campaign

Under the sun, around the corner, shake legs, drink YouyiC. In the moonlight, beside the road, eat melon, drink YouyiC. The above scenes originated from Mengniu YouyiC When & Where Adventure Campaign. In 2019, YouyiC live lactobacillus drink was always associated with scenes about eating. Mengniu hoped to introduce YouyiC to more scenes and times of drinking. In pre-campaign period, we classified the contents by time, place and event, through sketching on bottle body as people like. By scanning the bottle, people can enter into the “Adventure Challenge” on Douyin. The star endorser’s demonstration and plenty of UGC contents successfully brought YouyiC to various unimaginable scenes and times, which broke through from eating domain. It attracted a vast number of people to participate and win product coupons. People’s participation broke new records. The campaign boosted online sales, and made a sales explosion of YouyiC compared with the same period before.

Brand: Mengniu YouyiC
Client: Mengniu Dairy(Group)Co.,Ltd.
Agency: Hylink Beijing
Language: Mandarin

2019 BRONZE

Buick 10 Million Big Winners —— 10 Million Free Billboards

Buick has launched in China for 20 years until 2018, with total sales exceeding 10 million. The brand take this opportunity to thank the vehicle owners for its 20-year support to Buick.
"10 million" was not only the number, but also the deepest blessing and rewards for the present and potential vehicle owners.
We made these ubiquitous Buick vehicles become the protagonists of the “10 Million Big Winners”campaign, and had converted each car into a custom-made exclusive lottery ticket through the popular mobile photo-shooting behavior.

Brand: Buick
Client: SGM
Agency: Hylink Shanghai
Language: Mandarin

2019 BRONZE

Cathay Pacific Nobody Does Rugby Sevens Like Hong Kong

Whilst HK7s garnered huge support internationally and amongst the city’s expatriate community, the event and sport is not widely supported by Hongkongers. In order to make the campaign ownable by Hongkongers, we leveraged the unique living textures of the city and made the event and Hong Kong culture inseparable. ‘Nobody does Sevens like Hong Kong’ is an integrated campaign with three short films supported by digital, social and out-of-home activations, that highlights Cathay’s role in fusing the spirit of HK and Rugby7s to locals and visitors alike.

Brand: Cathay Pacific 2019 Hong Kong Sevens Campaign
Client: Cathay Pacific Airways Limited
Agency: Leo Burnett (Hong Kong)
Language: English