Title | SKATEBOARD POSTERS |
Brand | UYEE CHINESE MEDICINE COMPANY |
Product / Service | YU LIN ZHENG GU SHUI TOPICAL LINIMENT |
Category | B01. Posters |
Entrant | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
Entrant Company | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
Advertising Agency | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Chow Kok Keong | Dentsu Utama | Executive Creative Director |
Yuki Siew | Dentsu Utama | Art Director |
Loo Kok Seng | Dentsu Utama | Art Director |
Chow Kok Keong | Dentsu Utama | Art Director |
Ng Wai Yuan | Dentsu Utama | Art Director |
Keane Low | Dentsu Utama | Art Director |
Chloe Wang | Dentsu Utama | Copywriter |
Lim Khai Xing | Dentsu Utama | Copywriter |
Chey Feng Mey | Dentsu Utama | AV Producer |
Wong Fok Loy | Dentsu Utama | Print Producer |
Stephanie Lai | Dentsu Utama | Studio Manager |
Omar Shaari | Dentsu Utama | Chief Executive Officer |
Hideo Katakura | Dentsu Utama | Vice President |
Terence Leong | Dentsu Utama | Strategy Planner |
CC Teh | Dentsu Utama | Illustrator |
This traditional topical liniment is losing its appeal among the younger market. Yu Lin Zheng Gu Shui would like to bring the younger consumers closer to the brand and help remove doubt usually associated with traditional Chinese liniments.
Yu Lin Zheng Gu Shui, a topical liniment trusted by many generations is the must-have Chinese medicated liniment in all households. It offers relief from sprained joints, bruises and muscle aches, and helps accelerate the healing process. But this 70 year old traditional brand is fast losing its lustre with the younger consumers.
To bridge the gap, we reached youngsters through their favourite activity, skateboarding. We introduced SKATEBOARD POSTER, where skateboards were designed with a combination of vintage Chinese graphics and skateboarding elements. The skateboards were then turned into posters. This way, we reconnected an old brand with the younger generation, by applying Eastern elements to a Western object.
Words spread through social media channels, resulting in discussions among the digital natives that helped extend the brand’s reach even further. We also successfully reconnected with the younger market when they realised the value of traditional Chinese liniment, hence regaining its place in the household.