Intel China has worked with JWT Beijing to roll out a campaign telling the story of badminton star Lin Dan‚Äôs tattoos, via a series of thematic online films.
Ridding on its newly-established brand platform ‚ÄúLook Inside‚ÄĚ, the films highlights the story behind each of Lin‚Äôs five tattoos. Each film takes consumers on a journey to ‚Äúlook inside‚ÄĚ five virtues in life including love, belief, courage, family love and power.
Lin, a two time Olympic champion and five time world champion, is known for his tattoos which are one of the most debated topics online in China, where they remain taboo.
‚ÄúWe wanted to allow Lin Dan‚Äôs tattoos to tell the public his story,‚ÄĚ said Polly Chu, chief creative officer of JWT Beijing.
‚ÄúAs each story unfolds, we see how Lin himself looks inside for inspiration.‚ÄĚ
Angela Xi, Intel China Brand Manager, added: ‚ÄúThe ‚ÄúLook Inside‚ÄĚ campaign extends the brand spirit of ‚ÄúIntel Inside‚ÄĚ at a time when consumers are moving from PCs to tablets and smart phones.‚ÄĚ
‚ÄúIt‚Äôs all about unleashing potential. The Lin Dan films illustrate this idea in a powerful way.‚ÄĚ
Tattoo – Mark of a Man: Look Inside
Tattoo – Power: Look Inside
Tattoo – Love: Look Inside
Tattoo – Belief : Look Inside
Tattoo – Courage: Look Inside
Tattoo – Family Love: Look Inside