Extra gum launches idols endorsed campaign to drive brand awareness in China

Dunhuang is known as the City of Sands and a major stop in history for the Silk Road. Wrigley China is set to strengthen the positioning of Extra and popularise it among youngsters as an ‘oral care' product.

BBDO China along with media agency MEC pulls in the star power of Taiwanese actors Eddie Peng and Kwai Lun-Mei. The campaign kicks off with a viral teaser on Youku, followed by a full one-minute long version due this week. In the sizzling romance, Peng mistakes Kwai as a man at a petrol kiosk and both characters struggles to ignore each other's charm.

The film features the classic song ‘Give me a kiss' by Shanghainese singer Chang Loo recorded in the 1940s.

The campaign is also supported by television, print and online ads through social media.

Credits:
Project Extra thematic campaign 2010
Client Wrigley China
Creative agency BBDO China
Executive creative director Waifoong Leong
Creative partner Andrew Lok
Art director Mikko He
Copywriters Lay Xie, Jay Qian
Agency producer Max Lee
Media agency MEC
Production company Moviola
Exposure Television, print, outdoor, online