Wellcome takes audiences back in time

Grey Hong Kong has created a movie-like campaign for Wellcome to establish its brand truth of heritage and strengthen emotional ties to customers.

The 60 second TVC takes Wellcome back half a century, flashing back the sweet moment of how Bowie Wu met and his dream girl Helena Law in the 60s, with Fred Cheng and Sisley Choi (2013 Miss Hong Kong first runner-up) play in the days their youth.

The campaign adopts a movie-like approach with a title wittily twisted from a recent sought-after Korean TV drama My Love from the Star, along with a teaser trailer run on Facebook ahead the TVC launch.

Julie Chiu, sales & marketing director at Wellcome, told Marketing the film-inspired work is another extension of Wellcome's “progresses with time” and “understands our customers”.

“We boldly adopt a very witty approach of twisting a TVC into a movie in supermarket advertising in order to position Wellcome as a brand that is playful, light-hearted and filled with joy and fun,” she said.

“As a home-grown brand, we have enjoyed the good times and weathered bad times together with Hong Kong. We believe that Wellcome, as an unintentional and ordinary backdrop, has somehow played a role in the lives of many in the last 7 decades.”

The spot went to air on TVB Jade and TVB HD Jade yesterday and will be run on platforms from the MTR, myTV mobile apps and social networking sites including Wellcome Facebook and YouTube Wellcome channel.

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Client: Wellcome
Production: Moviola Productions Ltd
Director: David Tsui
Post production: Touches Ltd
Advertising Agency: Grey Group Hong Kong
Chief creative director: Keith Ho
Group creative director: Almon Lam