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Creative

Mizone and Y&R Shanghai's New TV Campaign Encourages Us All to Fly to Fitness

Y&R - Asia, 1 month, 1 week ago

The water brand wants to reconnect with a younger audience and challenge them to overcome procrastination and get fit

Mizone and Y&R Shanghai's New TV Campaign Encourages Us All to Fly to Fitness

Mizone’s brand message has evolved from restoration to propulsion in its latest TV campaign from Y&R Shanghai, as the isotonic drink’s iconic ‘tilt-man’ device is replaced by hundreds of flying college students.

Having communicated Mizone’s everyday restorative qualities for a few years, the brand is looking to build a deeper bond with younger people, encouraging them to be proactive. As the TVC’s young characters try to find excuses to procrastinate, they are propelled forward, quite literally, by a giant Mizone.
 
Danone Water China Chief Marketing Officer, Margaret Chen commented: "We are very proud of this new work that happened after a close collaboration with Y&R and we hope that this new film will help build more brand love with the youths of China".
Creative Agency

Planners: Ben Kay, Shirley Zhou, Stephen Drummond

Creative Agency: Y&R network

Creative: Eric Shang, Hank, Yvonne, Na Yiqi

Account Management: Justin Dee, Sandy Huang, Joey Gu