Intel China has worked with JWT Beijing to roll out a campaign telling the story of badminton star Lin Danâ€™s tattoos, via a series of thematic online films.
Ridding on its newly-established brand platform â€śLook Insideâ€ť, the films highlights the story behind each of Linâ€™s five tattoos. Each film takes consumers on a journey to â€ślook insideâ€ť 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.
â€śWe wanted to allow Lin Danâ€™s tattoos to tell the public his story,â€ť said Polly Chu, chief creative officer of JWT Beijing.
â€śAs each story unfolds, we see how Lin himself looks inside for inspiration.â€ť
Angela Xi, Intel China Brand Manager, added: â€śThe â€śLook Insideâ€ť campaign extends the brand spirit of â€śIntel Insideâ€ť at a time when consumers are moving from PCs to tablets and smart phones.â€ť
â€śItâ€™s all about unleashing potential. The Lin Dan films illustrate this idea in a powerful way.â€ť
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