Dutch Lady, one of the region’s leading UHT milk brands, launched a new integrated campaign with its newly-appointed creative agency Y& R Hong Kong.
Themed ‘Building Active and Happy Family Together’, the campaign taps local celebrity, Tsui Wing, and his family to encourage parents to put down their smartphones or work to enjoy quality family time.
In the initial teaser video, Tsui’s family are seated at breakfast. His son, Karson, excitedly invites them to head out for a bike ride. Unfortunately, both his parents are too immersed in paperwork or their smartphone to oblige his request. Karson feels disappointed in not receiving attention from his parents and thinks his cute baby sister, Bao Bao, is the only person who can keep him company.
The full video reveals Karson recruiting the help of Bao Bao to attract their parents’ attention. An outdoor family picnic and bike ride ensued, with the whole family enjoying their Dutch Lady UHT milk.
“This new campaign encourages Hong Kong parents to reflect on their own behaviour and the example they are setting to their children. By creating an initial scenario that, in today’s hectic world, many people will find all too familiar, we want to advocate the benefits of an active family lifestyle – with DUTCH LADY supporting their nutritional needs.”
“We appointed Y&R Hong Kong as our agency partner for their strength of insight and integrated creative approach, hopefully together we can inspire people to enjoy more quality and healthy family time,” said Tracy Fung, Sales and Marketing Director of DUTCH LADY Hong Kong.
Beverly Ho, General Manager Y&R Hong Kong added, “Being appointed as the creative agency of DUTCH LADY was a great start to the year, and the campaign has been a lot of fun to create. It’s also reflective of how our agency is growing to produce insightful, integrated solutions that seek to deliver results for our clients.”
FAME STARTS HERE: APPIES Malaysia 2017 Open for Entries
Win at the APPIES and shine for the rest of the year!
Almost all of last year’s winners for APPIES Malaysia went on to win big in regional and global awards shows which is why we are bringing back Malaysia’s “TED for Marketing” for its second year!
Your campaign will be judged by over 25 leaders in the Marketing industry who will put your knowledge to the test in a unique Live Presentation environment.
Our 2016 winners pitched their cases to key decision makers from Shell Malaysia, Huawei, CIMB and more!
This year’s judging panel will be equally if not more dynamic and leading the panel will be APPIES Malaysia’s Chief Judge Rakesh Mohan – Chairman of Unilever Malaysia, Singapore, Myanmar, Cambodia & Laos.
So what are you waiting for send in your entries today!
Entrant campaigns must have run between April 2016 and April 2017 in any of these six categories – consumer durables, consumer services, food and beverage, non-food FMCG, business services, as well as government, cultural, social and environmental campaigns.
This year’s APPIES Malaysia will be held at Eastin Hotel on June 1st & 2nd.