Title | PRICE REDUCTION |
Brand | GLAXOSMITHKLINE (CHINA) INVESTMENT CO. |
Product / Service | LUCOZADE |
Category | A02. Beverages - Alcoholic & Non-Alcoholic |
Entrant | OGILVY & MATHER GUANGZHOU, CHINA |
Entrant Company: | OGILVY & MATHER GUANGZHOU, CHINA |
Advertising Agency: | OGILVY & MATHER GUANGZHOU, CHINA |
Production Company: | PART 2, HONG KONG |
Credits | |
Chief Creative Officer | Charles Chiu |
Creative Director | Anthony Chak |
Copywriter | Holy Gan |
Account Supervisor | Linda Lu |
Director | Frankie Chung |
Producer | Chu Chu Cheng |
Music Artist/Title | People Mountain And People Sea |
Art Director | Jeff Xie |
Lucozade was 8 dollars a bottle, now it is 4 dollars a bottle with a price-cut of 4 dollars. In Chinese, “piece” and “dollar” are synonymous price quantifiers, which are made good use of by the creative idea. The story is about breaking bricks. There are 8 pieces of bricks placed on the table at the beginning, then stickman brutally hacks off four pieces, and interestingly conveys the message "Lucozade cut the price from 8 to 4 dollars".