Tissue brand Vinda celebrates anniversary with integrated campaign

Vinda and creative agency Saatchi & Saatchi Guangzhou together relaunched a new packaging design for this occasion. Vinda has stepped up the manufacture of its tissue products to a smoother, softer and stronger quality product.

Saatchi & Saatchi has created a TVC named ‘Café’. The storyline talks about how a young couple start up their dream cafe business. The full version of the commercial is shot in reverse. The intention is to track back the hard work and sweat of behind the glamour of achievements. On a corporate level, the campaign is also encouraging young people to pursue their goals in life.

The integrated campaign will run until the end of 2010 both on the mainland and in Hong Kong. It also includes an online campaign via a mini-site at Tudou. Vistiors can create their own Vinda tissue boxes with personal photos of their happiest moments. Vinda will select 12 winners per week with the best designs, and courier boxes of their work for winners to share the ‘happiness’.

The project also includes two viral videos  to demonstrate the ‘extra soft and strong’ product benefits of soft and strong tissue in a humorous way. The first one is about an office that prohibits relationships between staff, while the second one is about a tissue theft. They are broadcasted across various websites.

The Vinda Group operates mainly in China with offices also in Australia and the United States.

Credits:
Project Café
Client Vinda Household Paper China
Creative agency Saatchi & Saatchi Guangzhou
Executive creative director Fan Ng
Creative director Angela Lau
Art director Richard Tong
Copywriter Angela Lau
Agency producer Ruby Leung
Media agency OMD
Production company Dennis Film
Exposure Telelvision, outdoor, online, point-of-purchase