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Creative
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Quirky Makeover for Hong Kong's Icons in VITA Milk Tea Campaign

DDB Group Asia Pacific, 4 months, 2 weeks ago

DDB Group Hong Kong spins local nicknames into surreal city tour

Quirky Makeover for Hong Kong's Icons in VITA Milk Tea Campaign

Since its launch two years ago, VITA Hong Kong style Milk Tea has led the category victoriously and become one of the most lovable iconic beverages in Hong Kong. 

Despite this, there is still a huge opportunity for the brand to elevate further and become one of the inseparable elements of HK peoples’ daily lives. With this in mind, DDB Group Hong Kong developed a campaign, which celebrates the drink's reputation as a much-loved Hong Kong icon. 

Capturing Hong Kongers’ strong sense of belonging and intimacy derived from their hometown, the idea digs out the most iconic Hong Kong spots and describes them in a colloquial and quirky way.  

To vividly dramatize the idea, a 30-second TVC features a man running all over Hong Kong in search of authentic Hong Kong icons. He makes a trip to Happy Valley racecourse, to Lang Kwai Fong to party, hikes up Flag-hosting Mountain (Victoria Peak), goes shopping at The Ladies Market (Tung Choi Street) and visits Goose Neck Bridge (Bowrington Bridge). After searching around the city he comes to the realization that a Hong Kong icon is always just in the palm of your hand as long as you have Vita Milk Tea. The TVC closes with the tagline, “Hong Kong Style Range. You’ll know all this if you're from Hong Kong!”

Benny Ko, Head of Client Services at DDB Group Hong Kong, said, “Not many things create quite the sense of intimacy and familiarity as the use of a nickname, so we deliberately dramatized the local names of those iconic spots. Nicknames like Goose-neck Bridge, Flag-hosting Mountain, The Ladies Market are all understood by locals and create a deeper resonation and relevancy on an emotional level.”

The campaign also comprises ads on social media, moving trucks and In-store point of sales to spread the message far and wide throughout Hong Kong. 

The campaign follows on from Vita Milk Tea launch campaign in 2014, which illustrated that Vita Hong Kong style milk tea is a part of all Hong Kong people by focusing on colloquial Hong Kong conversations (you can check it out below).

Advertiser

Advertiser: Vitasoy International Holding Ltd

Creative Agency

Account Manager: Filly Zheng

TV Producer: Denise Wong

Creative Director: Paul Yu

Art Director: Matthew Kwok

Executive Creative Director: Clifford Ng

Account Director: Cafy Choi

Head of TV / Production: Annie Tong

Group Creative Director: O Poon

Account Executive: Caro Siu, Ernest Tsang

Client Director: Benny Ko

Senior Art Director: Tony Cheung

Associate Creative Director: Ben Ling

Category: Soft drinks , Tea and coffee

Genre: Comedy , Visual VFX