Weima Rebranding Campaign

Huge population, huge markets, hugely different customs. We admit to being just a tad daunted when we first decided to set up shop in Shanghai. But we opened in 2006 as the first foreign advertising agency allowed to operate independently in China. We soon learned that Chinese people have much the same hopes, needs and humour as everyone else. Since then our work has really got under the skin of Chinese culture.

Our work for Sprite has firmly established itself as China’s number one soft drink, and one of our first campaigns for MENTOS® turned chewing mint sweets into  an unconventional fun activity among young Chinese. We spoke the language of contemporary Chinese women with the end line “My Statement, My K-Gold” for the World Gold Council.

And among successful upmarket men, Johnnie Walker’s tag line ‘Keep Walking’ has become an optimistic toast to progress. Our work has pushed to be as pioneering as the brand itself. The Yulu campaign gave a raw, authentic portrayal of progress in China – a series of documentaries developed with renowned director Jia Zhang Ke struck a chord with our target 80′s generation. PR response and brand tracking had great results. The work was adapted into a film which screened at several international film festivals bringing Keep Walking into popular culture.

Huge population, huge markets, hugely different customs. We admit to being just a tad daunted when we first decided to set up shop in Shanghai. But we opened in 2006 as the first foreign advertising agency allowed to operate independently in China. We soon learned that Chinese people have much the same hopes, needs and humour as everyone else. Since then our work has really got under the skin of Chinese culture.

Our work for Sprite has firmly established itself as China’s number one soft drink, and one of our first campaigns for MENTOS® turned chewing mint sweets into  an unconventional fun activity among young Chinese. We spoke the language of contemporary Chinese women with the end line “My Statement, My K-Gold” for the World Gold Council.

And among successful upmarket men, Johnnie Walker’s tag line ‘Keep Walking’ has become an optimistic toast to progress. Our work has pushed to be as pioneering as the brand itself. The Yulu campaign gave a raw, authentic portrayal of progress in China – a series of documentaries developed with renowned director Jia Zhang Ke struck a chord with our target 80′s generation. PR response and brand tracking had great results. The work was adapted into a film which screened at several international film festivals bringing Keep Walking into popular culture.

In 2013, we brought the iconic Bruce Lee back to life in an epic film for Johnnie Walker that further enriched the Keep Walking message and celebrated “Game Changers” – an elite who achieved greatness in their own field for China and ran in Greater China and across Asia-Pacific and south-east Asia.

In the same year, we created “Digital Earth Hour” for WWF – a digital “blackout” effect on China’s top social networking sites to raise awareness on “lighting what one needed” that resulted in 630% increase in traffic with 50+ million views during the Earth Hour.

At the beginning of 2014, we launched a new digital campaign for Baileys that invited Chinese women to celebrate their best friends or “sisters” and the contribution they made to their lives whom have played an important role of a sister under one child policy in China.