The campaign is for Vedan, the fourth largest food and beverage company in Taiwan, which launched its first sports drink called ‘Do More Exercise’ a month ago.
The one-month long campaign consists of an outdoor interactive ‘running house’ and two TVCs.
“Our creative idea is to dig out people’s ‘sport soul’, inspire people to go out and exercise,” said Jack Chao, the agency’s account director. “The brand campaign idea rides on the ideal that the world would be a better place if everyone did some exercise.”
A 3-dayinteractive experimental event, which took place earlier this month in the busy Xinyi shopping district, saw a ‘running house’ installation where participants could enter to ‘release their sports soul'.
Each participant starts off in a virtual open green field to run as fast as possible for a certain period of time.
The system then takes a photo of the participant with his or her sports soul as one of five animals including a lion, horse, falcon buffalo or antelope to share on Facebook.
Close to 800 people participated in the interactive event which is due to roll out at convenience stores in a mini version to maintain the buzz.
The accompanying TVC was shot by Japanese film director Masami. The 90-second ad titled ‘Good morning' implies that people who start their day with exercise look more beautiful than those who rely on make-up.
A 60-second version titled ‘Good night’ implies that doing exercise before bed would make you sleep better.
The commercials are running on terrestrial TV and online at the campaign's dedicated site.
Credits:
Client Vedan More SportsProject Campaign for Vedan’s new product launch – 'Do more exercise'
Creative agency Ogilvy & Mather Advertising, Taipe
ECD Jennifer Hu
Copywriter Justin Chia
Art director Leah Chen
Agency producer Abby Ku
Planner Jennifer Liu
Client serving FY Lu, Jack Chao, Iris Hsiao, Joanne Tsai
TV director Masami Kamiyama, Chang Roong-Ji
Interactive artist Chun Chiuen Lien
Digital production company Techartgroup
Exposure TV OOH
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