Metta Communications won this client’s new account in the first quarter of this year. The new TV-driven thematic campaign has been on air since 12 September, building on the client's corporate philosophy that that it goes the extra miles when producing its products.
The creative is based on the true story of So Wah-wai, a well-known Hong Kong Paralympic Games Gold medalist.
The TVC story is taken from Wah-wai’s mother’s perspective, who gave birth to him as a 26 year-old. Bringing up a child with a disability gave the family an increased burden, but she did not give up or think he would be left behind in life. On the contrary, Wah-wai’s enthusiasm for running was noticed by a coach who started to train him when he was 10 years old.
Iris Chan, general manager of Metta Communications, pointed out that this touching, realistic yet uplifting creative approach is very rare in Hong Kong advertisements. Counterparts in the medicine category would often use celebrities’ testimonials and endorsements, she said.
Fortune Pharmacal is a Hong Kong company that was founded in 1954. Fung explained that the client’s past ad campaigns were mostly straight-forward symptom-relief-driven, the media strategy was based on a high frequency and ‘hard-selling’ approach.
"It has built brand awareness over the years, but has not been gaining any brand loyalty and emotional bonding with consumers," she said.
Metta’s creative team added that the ad’s message was particularly relevant to today’s Hong Kongers who can tend to see the negative side of things.
The launch burst of the TVC will last for three weeks, but coverage will be sustained throughout the year.
Credits:
Project: Fortune – Taking one step further
Client: Fortune Pharmacal
Creative agency: Metta Communications HK Ltd
Executive creative director: Simon Fung
Creative directors: Teddy Leung, Hardy Lam
Art directors: Yarla Fung, Jeff Ng
Producer: Reuben Cheung
Account service: Iris Chan, Ashley Wong
Production house: Film Factory
Director: Chow Kam Wing
Media agency: Fortune Pharmacal
Exposure: TV
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