Chinese dairy brand Yili, an official Olympic sponsor of the Chinese Sports Delegation, is featuring some of China’s top, but unknown, athletes from speed skaters to figure skaters and hockey players for its latest campaign.
Working with Ogilvy & Mather Beijing, the warm-hearted TV commercial aims to increase awareness of the brand’s “Attitude Determines Quality” proposition and its association with the Olympic Games.
The spot tells the stories of these unknown athletes who are not likely to earn a place on an Olympic podium or be recognised by the public, but continue to chase their dreams and persevere throughout their sporting careers.
Peony Wu, managing director of O&M Beijing, and chief digital officer of O&M China, said during the 2012 London Olympic Games, Yili told the Olympic stories of ordinary Chinese people.
“As the 2014 Sochi Olympics neared we wanted to continue to demonstrate Yili’s support for the common man and the dreamers out there that strive to achieve their best just like those athletes that train day in and day out do for no fanfare and little recognition,” she said.
“We hope this message will encourage consumers and show that their efforts are recognized and appreciated.”
Yili is a perennial sponsor for the Chinese Olympic Games delegation for 10 years since 2004 throughout the Athens, Beijing and London Olympic Games.
From 7 to the 28 February, Yili’s TVC will air in tandem with the Sochi Winter Olympic Games on TV stations across mainland China as well as on video sharing sites such as Youku.
Project Title: Yili Brand 2014 Sochi Winter Olympics TVC
Brief: Increase awareness of the Yili brand’s association with the Olympics and inspire consumer trust
Creative Agency: Ogilvy & Mather Advertising, Beijing
Chief Creative Officer: Graham Fink
Creative Directors: Juggi Ramakrishnan, Qian Wang
Art Directors: Qian Wang, Jiafeng Wang, Moko Wang
Copywriter: Juggi Ramakrishnan, Emma Wang, Vinci Wang, Fei Wang
Producer: Lin Ma
Media Agency: Mindshare
Production House: Mili Films
Exposure: TV, Online