The Campaign

The creation of Yulu, a feature length film from China's most influential documentary film director Jia Zang Khe and 6 of his directorial protégées, was a visible, pointed departure from the glossy, manufactured insincerity of the international Spirits category in China. The pace of change in China is unique. It is tangible. It is visible. This film lays bare the aspirations, commitment and depth of a group of young Chinese people (businessmen, actors, entrepreneurs, musicians etc.) who are committed to a new vision of progress in China. They are raw, vivid and gritty portrayals of the achievements of a sample of China’s ‘new progressives’. Their stories tell us that a truly modern progressive China is so much richer, multi-faceted and surprising than the single-minded pursuit of wealth.

Success of the Campaign

We know it worked on many levels, and exceeded all our expectations. -We achieved over 30M content views on our JW blog. -Our progress metric shows significant growth pre and post campaign demonstrating we are cementing JW as a modern Chinese progress brand. -We became not only the most talked about whisky brand, but the most talked about alcohol brand across the campaign. -Distinctivity shifted significantly -The debate that the brand has sparked and framed continues to ripple across China.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The feature length film premiered at the 35th International Hong Kong Film Festival to a sold-out audience. Thirty second TV spots drove wider awareness of the project and directed viewers to an online site where the film was released in 12 segments. They were then actively propagated and spread by China’s bloggerati.