HONG KONG — Hong Kong Dairy Producer, Trappist Dairy, has recently adapted a familiar melody from local pop song《身體健康》with new lyrics in its organic milk launch campaign.
Against the backdrop of the global pandemic, good health has become a universal wish for all walks of life. Trappist Dairy and RDS Digital leverage the familiar melody of《身體健康》with new lyrics to deliver the message of new product launch and communicate the brand’s mission of sharing quality, healthy dairy products to the public during this difficult time.
The TVC features the collective memories Trappist has brought to different local generations by detailing the development milestones of Trappist Dairy throughout the years with different product packaging.
Through adapting local familiar melody, Trappist wishes Hongkongers good health in this difficult time and injects a warm-hearted brand presence among audience. The video has successfully garnered positive feedbacks and created resonance with hongkongers.
The campaign includes OOH, a 30-second TVC, and a full version video running across online platforms to raise brand awareness. To further educate the public about the newly launched organic milk, a dedicated campaign site with detailed product information is created to serve the purpose.
CREDITS:
Agency: RDS Digital
Business Director: Marcus Tse
Creative Team: Cloudie Hon, Shirley Lau, Florence Lee
Digital & Media Strategy Team: Gigi Yip, Yobi Lai, Pie Cheung
Video Production: Dark Horses Co. Ltd.
Photographer: 50yrs Ltd
