Infinitus and Ogilvy Shanghai encourage consumers to believe in themselves

13 December, 2012


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Encouraging Consumers to Believe in Themselves

First Brand Campaign of Print, TVC and Online Microfilms Show Real Stories of 3 Individuals Unlimited by Their Fears to Achieve the Impossible

SHANGHAI — Healthcare brand Infinitus, part of Chinese food manufacturer Lee Kum Kee Health Product Group, has teamed up with Ogilvy & Mather Advertising/Shanghai to announce today their first brand campaign, which comprises of a 15-second TV spot and a set of three print ads and online microfilms that promote Infinitus’ philosophy of nurturing life through herbal healthcare.

The three online microfilms feature real stories of Chinese individuals who defy all odds to achieve their goals by sheer will and a belief in their own unlimited potential. In one of the microfilms, “I persist, I believe – Chen Jin,” the main character CHEN Jin is a 50-year-old farmer who was unable to walk until he was six years old. Even with a physical disability at a young age, Chen started training for and running marathons at the age of 42. Under such dire physical and environmental circumstances, Chen was undeterred and placed fifth at the Weihai International Triathlon in 2011 – an achievement only made possible by his perseverance and belief in himself.

“Even though Infinitus has been in China for more than 20 years, this is our first brand campaign,” said Mr. Guojin Yang, Senior Vice President of Lee Kum Kee Health Products Group. “Whether it’s improving a person’s health or changing their own future, we believe the greatest source of strength comes from within. We were so moved by these three stories of everyday individuals mentally and physically struggling to overcome challenges that we decided to portray them as microfilms to share and engage with the world. Through an emotional storytelling, Ogilvy’s done a phenomenal job at helping us spread the herbal health culture and raise awareness of our brand.”

Mr. YUAN Yong, Managing Director of Ogilvy & Mather Advertising/Shanghai, said, “It’s
becoming ever so common to use microfilms in brand marketing, but Infinitus tactfully points out their company philosophy by highlighting the inspirational stories of ordinary people in their late 30’s and 40’s who face the choice of balancing work and money with their health. We hope that consumers facing this very same challenge will find the inner strength for better health.”

The TVC is now showing on CCTV 8 and Guangdong TV until early next year. The three
microfilms are available on Chinese video-sharing sites, including PPTV, Youku, Tudou, iQiyi and promoted socially on Sina Weibo and through their brand app.

Watch the videos: CREDITS
Project title: Infinitus Brand Campaign
Client: Lee Kum Kee, Infinitus
Brief: To raise awareness of Infinitus as the leading healthcare brand and expert in China
Creative Agency: Ogilvy & Mather Advertising/Shanghai
Managing Director: YUAN Yong
Group Creative Director: Thomas Zhu
Creative Director: Joe Wu
Associate Creative Director: Koko Huang
Copywriters: Kiddy Wang
Business Director: Franie Zhang
Account Team: Angel Chen, Jadie Gu, Ashley Zhou
Art Directors: Phoebe Liao, Jack Xuan
Agency Producer: Xiaolong Wu
Media Agency: Mindshare
Director: Hsiao Ya Chuan
Production House: BIT
Exposure: TVC, print, online microfilms

For photos or more information, please contact:
Wendy Fung
Corporate Communications
Ogilvy & Mather China
wendy.fung@ogilvy.com  
+86 (10) 8520 6223

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter at @OgilvyWW and on Facebook.com/Ogilvy.

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