I had the pleasure of working with Yili Milk, a Chinese dairy group headquartered in Hohhot, Inner Mongolia. They are currently the world’s most valuable dairy brand. In 2018, it is the world’s 3rd best-performing food brands, only behind Nestle and Coca-Cola.
According to Brand Finance Food & Drink 2018 report, dairy is one of the strongest performing sectors in the food industry, registering an average 13 percent brand value growth year on year versus 4 percent for the table as a whole. The Chinese market is the most dynamic in the world, set to overtake the United States as the largest market for dairy products by 2022.
We came up with a campaign for the International Women’s Day, to celebrate the role of women. We worked with local PR Company Haitang to come up with the creative concepts, layouts, production, post production and the design of the posters.
It was an intense weeklong preparation towards the shoot, and we worked with some very influential key opinion leaders (KOLs) on the styling and photography.
The campaign was a success, as the International Women’s Day campaign was launched simultaneously across 30 over Chinese cities. One of the online posters with the tagline generated 52 million views and counting.
With campaigns of this nature, it takes a team to do all the coordination and deliver the final product. Grateful for everyone’s passion and help to make this a beautiful reality.
Some behind the scenes on the project.
Client: Yili Group
Creative Direction: Feng Studios and Haitang PR
PR Agency: Haitang PR
Production: Feng Studios
Producer: Stella Chen
Director and Photographer: Stefen Chow
Lighting Tech: Justin
Digi Tech: Shawn Koh
Make Up Artist:
Post Production: Emma Liow
Poster Design: Lucia
Key Opinion Leaders: Viola Leung, Wang Nan Nan, Zhao Xiao Hui, Liu Lian, Lin Hai Yin