HONG KONG — To usher in Chinese New Year Feb. 19, the Wellcome supermarket chain has lined up a team of top Hong Kong actors to conjure up a supermarket-utopia for a campaign in which everyone is turned into a God Of Fortune.
Its Year of the Ram campaign, created by Grey Hong Kong, features regional stars Bowie Wu, Helena Law, Fred Cheng, Roger Kwok and Joey Meng.
The brand injects a little magic into a typical festival campaign, where the Chinese love of wealth and prosperity is the insight driving creative expressions.
Wu, the head "god," magically transforms supermarket customers into God-of-Fortune incarnations as he passes by them.
The idea is to get everyone to buy Wellcome groceries, equivalent to "stocking fortune," which can then be passed on to others.
Uncut, behind-the-scenes footage of the spot will be shown on Wellcome's Facebook page, with in-store promotions and "gold tael" prizes driving festive purchases.
The magic treatment differentiates Wellcome from the price competition inherent in the supermarket category. Because the color red is often associated with discount signs, associating the same sort of red with the ultimate Chinese cultural symbol of money may not denote a price reduction, particularly with the inclination to buy presentable (read: more expensive) products as gifts for Chinese New Year.
Read the full story on campaignasia.com.