Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Eu Yan Sang Taps Into Generational Gap for Chinese New Year Campaign, 9 months, 1 week ago

Campaign created by Constant, recreates scenarios that illustrate how traditional Chinese families tend to not say what they feel

Eu Yan Sang Taps Into Generational Gap for Chinese New Year Campaign

Chinese medicine giant Eu Yan Sang has launched an integrated Chinese New Year campaign across Hong Kong and Macau by tapping into the emotional side of the festive period and calling attention to how Chinese parents show their love.

The Chinese way to say “I love you” presents itself in many complex forms but is rarely obvious. The heart of the campaign focuses on “unspoken feelings” between generations, recreating relatable scenarios that illustrate the way traditional Chinese families tend to not openly say how they feel, but express affections in their own way – whether expressing verbal disapprovals under the guise of encouraging strength and growth, or discreetly taking care of family problems quietly and unprompted.

Richie Eu, Managing Director of Eu Yan Sang Trading (Hong Kong), said: “In this campaign, we intend to connect with our audience by bridging an “unspoken” gap between generations. As a 138-year old company, we’re honoured to have supported the health and wellbeing of generations. This campaign underlines our commitment in continuing to be progressive and modern, while remaining authentic and relatable.”

Tim Ho, Creative Director & Partner of Constant, the creative agency behind the campaign, said: “Eu Yan Sang is a household name in Asia, and they are in a unique position of appealing to a diverse audience by modernising and changing the narrative of an industry that is typically perceived as rather traditional. We’ve been working closely with Eu Yan Sang Hong Kong and excited to play a role in their evolution.”

The campaign includes online, social, print and MTR advertisements and will run until February 16.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Category: Corporate and social , Social

Genre: Print