Benjamin Li
Mar 29, 2011

Wellcome's new ad emphasises 'there's no place like home'

HONG KONG - Wellcome Supermarket’s latest ad campaign 'Wellcome Home' celebrates the joy of spending time with your family, emphasising the sentiment that there's no place like home.

wide player in 16:9 format. Used on article page for Campaign.

McCann Worldgroup Hong Kong, the creative agency behind Wellcome’s award-winning 'A dollar less is a dollar saved' ad campaign, explained that family mealtimes is when people can share their experiences and express their care and support for each other. 
 
Based on the sentiment 'there's no place like home', the creative strategy is to bring out the bonding that takes place around the dinner table. 
 
The 30-second TVC features a family at meal time sharing their day's activities in a dramatic way. Dad shares how he lost his wig and mom saw foreigners singing Cantonese opera and a chicken walking down in the street in Central, Hong Kong. The theme song is a Canto-pop song  ‘All together’ sung by Jan Lamb.

The campaign consists of two TVCs (the first one went on-air 28 March with the second due at a later stage) supported by other above-the-line materials including print ads, outdoor billboards and advertorials.
 
McCann has also invited famous Hong Kong cartoonist and illustrator Maggie Lau to develop a series of cartoons showing her own family in various contexts for the print and billboard executions. Consumers can customise and share their own wallpaper using Lau's cartoon characters and their own images via a Facebook application. 
 
Credits:

Project 'Wellcome home'
Client Wellcome Supermarket
Creative agency McCann Worldgroup Hong Kong
Creative Spencer Wong, Danny Chan, Timothy Cheng
Account service Peggy Yang, Philip Tsang
Media agency UM
Exposure TV, OOH, Online, POS
 

Related Articles

Just Published

1 day ago

Generation Greytt: The trillion-dollar market that ...

Armed with unprecedented pocket power and digital savvy, the over-50s are redefining what it means to age. Yet businesses remain fixated on youth, overlooking a demographic that's more adventurous, connected and ready to spend than ever before. Rajeev Lochan opines.

1 day ago

TBWA dominates in Japan/Korea AOY 2024 awards

Accenture Song and TBWA walked home with multiple metals at the 2024 Campaign Asia-Pacific Agency of the Year awards for Japan and Korea. Check out the highlights here.

1 day ago

Hong Kong's unique spirit: A 'Never Normal' love ...

Forget dim sums and skyscrapers, over 40 brands and influencers from Hong Kong join forces to embrace the city's chaotic charm, eclectic character, and resilient spirit in an unconventional campaign.

1 day ago

Global ad spend to hit $1.08 trillion in 2024 as ...

WARC's latest study also reveals tech giants' intensifying dominance of global ad spend and social media leading unprecedented growth—but regulatory headwinds still threaten to reshape this burgeoning landscape.