Chinese smartphone brand Vivo has launched its first-ever global brand campaign in collaboration with BBDO South China (BBDO Hong Kong and BBDO Guangzhou) to celebrate its sponsorship of the FIFA World Cup 2018.
The campaign “Unlock Extraordinary” includes a brand video, a series of six prints and digital content launching in China, as well as a global roll-out across markets with a Vivo presence such as Hong Kong, Singapore, Malaysia, Indonesia, Thailand and Vietnam among others.
The campaign is developed focusing on the belief that deep inside everyone is a piece of extraordinary waiting to be seen, which can be discovered through Vivo’s suite of cutting-edge technology. According the press statement, the brand believes that no occasion will be more apt to demonstrate this message than the FIFA World Cup where ‘extraordinary’ happens in abundance. Taking on this insight, the film links together different pre-game “pep talks” which happen moments before the opening ceremony in Russia, and captures emotions of anticipation and celebration.
Watch the spot here:
“We firmly believe that everyone is extraordinary, and that Vivo can help to unlock their extraordinary for everyone to see on the world stage,” Deng Li, brand vice president of Vivo said. “What better way to broadcast this message to the world than during the FIFA World Cup Russia,” he added.
“Vivo is a brand full of energy and ambition and we are so incredibly privileged to be partnering with them in writing this new chapter of exciting growth. The ability to help a Chinese brand enter and hold its own on the world stage is the icing on the cake and something we are all incredibly proud of,” Kit Koh, executive creative director of BBDO South China added.
The film was shot by director duo Josh Melnick and Xander Charity, and print by photographer Tom Oldham. The campaign also called upon Chinese calligrapher master Fung Siu Wah to inscribe the Chinese campaign line “非凡吧！ 这是你的时刻”。
Executive creative director, BBDO South China: Kit Koh
Executive creative director, BBDO Hong Kong: Frankie Luk
Senior art director, BBDO Hong Kong: Kevin Cheung
Senior copywriter, BBDO Hong Kong: Matthew Xu
Art director, BBDO Hong Kong: Nicole Lee
Associate creative director, BBDO Hong Kong: Samuel Cheeseman
Creative partner, BBDO Guangzhou: Supparat Thepparat
Senior art director, BBDO Guangzhou: Will Gao
Copywriter, BBDO Guangzhou: Natalia Chen
Executive producer, BBDO Hong Kong: Jenny Lee
Studio manager, BBDO Hong Kong: Andy Man
Studio manager, BBDO Guangzhou: Dison Dai
Managing director, BBDO South China: JC Catibog
General manager, BBDO Guangzhou: Eric Zhou
General manager, BBDO Hong Kong: Jason King
Account director, BBDO Hong Kong: Jacqueline Yu
Senior account manager, BBDO Hong Kong: Bennet Wu
Account manager, BBDO Guangzhou: Yvonne Zhou
Senior account executive, BBDO Guangzhou: Ray Wei
Planning director, BBDO Guangzhou: Kenny Au Leong
Senior planner, BBDO Hong Kong: Naomi Lam
Photographer: Tom Oldham
Calligrapher: Fung Siu Wah
Director: Josh Melnick, Xander Charity
DOP: Steve Annis
Production company: Radical Media
Executive producer: Ben Schneider
Producer: Josh Barwick
Brazil production support: Ocean Films
Music composer: Ross Wakefield, Hopscotch Music Ltd.
Edit house: Rock Paper Scissors
Editor: David Brodie
Post house: Glassworks Amsterdam