Lee Kum Kee’s Healthcare Brand Infinitus
Healthcare brand Infinitus, part of Chinese food manufacturer
Lee Kum Kee Health Product Group, has teamed up with Ogilvy & Mather Advertising/Shanghai
to announce today their first brand campaign, which comprises of a 15-second TV spot and a set of
three print ads and online microfilms that promote Infinitus’ philosophy of nurturing life through
herbal healthcare.
The three online microfilms feature real stories of Chinese individuals who defy all odds to achieve
their goals by sheer will and a belief in their own unlimited potential. In one of the microfilms, “I
persist, I believe – Chen Jin,” the main character CHEN Jin is a 50-year-old farmer who was unable
to walk until he was six years old. Even with a physical disability at a young age, Chen started
training for and running marathons at the age of 42. Under such dire physical and environmental
circumstances, Chen was undeterred and placed fifth at the Weihai International Triathlon in 2011 –
an achievement only made possible by his perseverance and belief in himself.
“Even though Infinitus has been in China for more than 20 years, this is our first brand campaign,”
said Mr. Guojin Yang, Senior Vice President of Lee Kum Kee Health Products Group. “Whether
it’s improving a person’s health or changing their own future, we believe the greatest source of
strength comes from within. We were so moved by these three stories of everyday individuals
mentally and physically struggling to overcome challenges that we decided to portray them as
microfilms to share and engage with the world. Through an emotional storytelling, Ogilvy’s done a
phenomenal job at helping us spread the herbal health culture and raise awareness of our brand.”
Mr. YUAN Yong, Managing Director of Ogilvy & Mather Advertising/Shanghai, said, “It’s
becoming ever so common to use microfilms in brand marketing, but Infinitus tactfully points out
their company philosophy by highlighting the inspirational stories of ordinary people in their late
30’s and 40’s who face the choice of balancing work and money with their health. We hope that
consumers facing this very same challenge will find the inner strength for better health.”
The TVC is now showing on CCTV 8 and Guangdong TV until early next year. The three
microfilms are available on Chinese video-sharing sites, including PPTV, Youku, Tudou, iQiyi and
2 promoted socially on Sina Weibo and through their brand app.
Watch the videos:
Brand TVC: http://v.youku.com/v_show/id_XNDc1MjEwODE2.html
“I persist, I believe – Chen Jin”: http://v.youku.com/v_show/id_XNDgyNDc5NjYw.html
“Who says miracles are out of reach – An Dong”: http://v.youku.com/v_show/id_XNDc4MDA2OTgw.html
“Believe in myself no matter how hard to succeed – Li Shuang”: http://v.youku.com/v_show/id_XNDgzNDEwOTcy.htmlLEE%20vedio
Project title: Infinitus Brand Campaign
Client: Lee Kum Kee, Infinitus
Brief: To raise awareness of Infinitus as the leading healthcare brand and expert in China
Creative Agency: Ogilvy & Mather Advertising/Shanghai
Managing Director: YUAN Yong
Group Creative Director: Thomas Zhu
Creative Director: Joe Wu
Associate Creative Director: Koko Huang
Copywriters: Kiddy Wang
Business Director: Franie Zhang
Account Team: Angel Chen, Jadie Gu, Ashley Zhou
Art Directors: Phoebe Liao, Jack Xuan
Agency Producer: Xiaolong Wu
Media Agency: Mindshare
Director: Hsiao Ya Chuan
Production House: BIT
Exposure: TVC, print, online microfilms
