Wai Yuen Tong reframes preventive health and ageing with new campaign

Heritage traditional Chinese medicine (TCM) brand Wai Yuen Tong has launched an integrated brand campaign to reframe preventive health and longevity for modern consumers, developed in partnership with creative agency Human Communication.

Running from September through Q1 2027, the campaign addresses a central strategic challenge: how a century-old health brand can discuss ageing in a way that feels aspirational and contemporary rather than fear-based.

Fronting the campaign is 70-year-old Hong Kong actor Ray Lui (呂良偉), whose active lifestyle and recent vascular-age assessment - revealing a vascular age of just 43 - anchor the narrative. In the campaign, Lui shares his personal seven-year routine of incorporating Wai Yuen Tong’s Angong Niuhuang Wan (安宮牛黃丸) into his daily regimen, illustrating that growing older can coexist with vitality.

The initiative primarily targets health-conscious adults aged 50 and above and primary household health decision-makers, while engaging a younger demographic increasingly focused on long-term wellness.

To modernise the brand's image, Human Communication opted for a cinematic storytelling approach that diverges from traditional TCM advertising codes while preserving the brand's heritage and authority.

The media distribution covers a mix of broadcast, out-of-home, print, and digital channels tailored to the consumption habits of its core audience. The campaign features TVCs on TVB and outdoor video networks, high-impact 12-sheet displays across the MTR network, and targeted print placements in local newspapers to maximise reach across key demographics.

Ada Wong, senior brand manager, Wai Yuen Tong Medicine, said, “For more than a century, Wai Yuen Tong has been dedicated to supporting the health and wellbeing of generations of Hong Kong families. Through this campaign with Lui, we hope to inspire a more positive conversation around ageing — not simply about living longer, but about staying active, living well and embracing every stage of life with confidence and vitality."

"Ultimately, we hope to encourage people to rethink what ageing can look like, and to see longevity not simply in terms of years, but in the quality and vitality with which those years are lived."

Alan Lamb, founder, Human Communication, said, "Lui doesn’t need to tell anyone he’s still living a full life — you can see it. We wanted a Hong Kong brand with over a century of history to speak with the same confidence: not looking back, but living in the present tense."

"For us, that made this more than a campaign. It was about finding a contemporary expression for a brand that generations of Hong Kong people have grown up with. We’re especially grateful to Vivian Tang and the Wai Yuen Tong team for placing their trust in Human and giving us the opportunity to work with such an important Hong Kong heritage brand," Lamb added. 

He added, "At a time when AI is making content and execution increasingly accessible, we believe human perspective matters even more. Technology can give us more ways to create, but strategy, judgement and craftsmanship are what give a story meaning. For a brand with more than a century of history, our role was not simply to make something new, but to understand what should remain, what should evolve, and how to make that story relevant to people today."

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