PRICE REDUCTION

TitlePRICE REDUCTION
BrandGLAXOSMITHKLINE (CHINA) INVESTMENT CO.
Product / ServiceLUCOZADE
CategoryA02. Beverages - Alcoholic & Non-Alcoholic
EntrantOGILVY & MATHER GUANGZHOU, CHINA
Entrant Company:OGILVY & MATHER GUANGZHOU, CHINA
Advertising Agency:OGILVY & MATHER GUANGZHOU, CHINA
Production Company:PART 2, HONG KONG

Credits

Chief Creative OfficerCharles Chiu
Creative DirectorAnthony Chak
CopywriterHoly Gan
Account SupervisorLinda Lu
DirectorFrankie Chung
ProducerChu Chu Cheng
Music Artist/TitlePeople Mountain And People Sea
Art DirectorJeff Xie

Brief Explanation

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".