Facing the Problems of Parental Anxiety in China.
Weilaixing (Future Stars) children's milk is the first specialised children's milk in China. It introduces a new category of professional milk and fills a gap in the Chinese children's milk market. Children's Day (1st June, a national holiday in China for children under 14) presents a wonderful opportunity to further promote the brand image and make a continued impact in the market.
Client
Mengniu Dairy
Year
2022
Category
Advertising
Type of Work
Graphic design
Advertising Photography
Video production
The Insight
The phenomenon of the "tiger mum" is quite prevalent in China, where mothers strive to push their children to succeed. This parental anxiety places significant pressure on children.
The Idea
Through researching the market and identifying the challenges we faced, we recognised the need for smart creativity to compensate for limited media budgets in reaching a broad audience. We customised the brand message to engage with the audience through emotional appeal and ultimately decided to focus on creating a gentle and enchanting parent-child storytelling film that would provoke reflection on parent-child relationships in a non-preachy manner.
A short film with the theme "My Shadow Friends" was released on June 1, 2022.
The headline “Don't let your child be your shadow”
Interactive installation
When the child stands behind the mirror, the interactive installation projects ‘shadows’ on the floor that are distinct from the child’s own, featuring various poses and styles. This fun and interactive experience engages parents and helps them recognise the endless possibilities of their children.
The process
