Vinda campaign wipes away unhappiness to pop up a happy, harmonious family

Tang Hai Tang, Vinda Group's executive vice-president of marketing and media as well as sales director of the East China Region, said the core values of the brand are strength, happiness and family, which are expressed through a 30-second TVC and other key visuals for the Vinda Ultra Strong series.

Draftfcb has debuted the new campaign this week. In addition to the television commercial, the agency's work also extends to other communications channels such as packaging, movie sponsorship, in-store design and trade event support.

"These are all focused on strengthening Vinda's market leadership in Greater China," said Pully Chau, chairman and chief executive officer of Draftfcb Greater China. "We will engage broad, integrated capabilities across all touch points for Vinda in top-tier as well as tier-two and -three cities," she commented.

Draftfcb’s creative theme focuses on Vinda’s reputation for strong and absorbent paper products, using the physical act of wiping away unhappiness to echo family bonding and harmony.

The TVC shows a family attaining “happy big heads” after using Vinda products, set in a creative style similar to a light-hearted musical production. It is directly supported by a range of digital, print and collateral materials that will also run nationally as part of a year-long communications plan.

Eddie Wong, executive creative director of Draftfcb China, added that the creative treatment provided cut-through imagery for the campaign and a strong platform for supporting materials. "The Happy Big Heads are graphic representations of Vinda’s happy consumers," Wong said.

Established in 1985, the Vinda Group is a listed company on the Hong Kong Stock Exchange with operations across China, Hong Kong and Australia. The manufacturer, distributor and marketer of household paper products has set an aggressive business target to expand production capacity to 1 million tons by 2015, from 470,000 tons in 2011.