BBDO Beijing Creates Touching Spot for Dove Chinese New Year Campaign


Dove has released their Chinese New Year campaign showcasing a touching reunion story between a daughter and her mother created by BBDO Beijing. The spot generated over 27 million views in just one week.

The main character in the five-minute clip is played by Guan Xiao Tong (Tracey Miley) – “The Nation’s daughter” – and directed by David Tsui, who is known for his emotional story-telling.

“Insight shows that Chinese people often struggle to show their affections and emotions, especially to their parents,” BBDO said in a release. “Nowadays, with more and more young people moving away from home after school, this emotional disconnect is even more apparent during Chinese New Year, a rare time when they reunite.”


 

“We have created the “Dove Girl” for more than 2 decades; she has always been an independent, witty and charming girl. However, this year, she misses home,” said BBDO Beijing ECD Howard Mok.

“We changed the Dove girl’s image to make it a reflection of everyone; she connected the family and the ritual of Chinese New Year. Through the Dove chocolate box, which contained all of the “Fu” calligraphy over the years, it not only deeply connected the brand and ‘Nian nian De Fu’, but also created a unique symbol of blessing Chinese New Year with chocolate.”

Credits –
Chief Creative Officer-Beijing: Arthur Tsang
Executive Creative Director: Howard Mok
Group Creative Director: Gin Tee
Copywriters: Arthur Tsang, Bi Rui Zhang, Ray Xu
Art Directors: Howard Mok, Gin Tee, Kevin Ni, Roy Yang
Managing Director: Yeat Mung Koo
Executive Director: Joshua Teong
Senior Planner: Jasmine Lai
Account Management team: Jamie Wang, Sophie Hou
Executive Producer: Max Lee
Moviola Production Co.:
Director: David Tsui
Producer: Christine IP
Client: Dove Chocolate China
Vice President Marketing of Mars China: Thomas Delabriere
Marketing Director: Jelina Wan
Marketing Director: Bobo Chen
Marketing Manager: Lu Fu


 

 

 

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