Minute Maid
2019 Brand Campaign
Creative & Art Direction, IMC Campaign, Packaging DesignCreative ideation & supervision of 2019 IMC,
including TVC, key visuals, social media and a new packaging design
including TVC, key visuals, social media and a new packaging design
THE CONCEPT
信得過嘅靚橙地靚橙味
To build Minute Maid as the most trusted orange juice brands for all families, we deliver that through different touchpoints, including TVC that highlight its RTB in a memorable way, a special packaging that directs you to talk to our brand ambassador, followed by chatbot that talks to you and select the best-fit coupons for you.
4 characters corresponding to 4 product highlights
A set of 2 key visuals, for both tactial promotion campaign (left) and brand product campaign (right)
Special packaging with invisible QR code showing up upon conusmption, leading to the chatbot to chat with our ambassador
Social chatbot to talk with our ambassador about your living habits to get the best-fit offer for yourself
New packaging design for 4D pulpy edtiion
AWARD
Gold in Best Idea - Customer Engagement,
Silver in Best Use of O2O Strategy,
Markies Awards 2020
Work at Society Agency with the team as below:Oversee by Creative Director: Kit
Supervised by Senior Art Director: Shadow
TVC Support, KV & Packaging Design by Art Director: Myself
Senior Copywriter: Benjamin & Dennis
TVC Director: James @Suchfilms
TVC Post-Production: Soul Post
KV Photographer: Buffacow
Gold in Best Idea - Customer Engagement,
Silver in Best Use of O2O Strategy,
Markies Awards 2020
Work at Society Agency with the team as below:Oversee by Creative Director: Kit
Supervised by Senior Art Director: Shadow
TVC Support, KV & Packaging Design by Art Director: Myself
Senior Copywriter: Benjamin & Dennis
TVC Director: James @Suchfilms
TVC Post-Production: Soul Post
KV Photographer: Buffacow