SKATEBOARD POSTERS

Short List
TitleSKATEBOARD POSTERS
ClientUYEE CHINESE MEDICINE COMPANY
Product/ServiceYU LIN ZHENG GU SHUI TOPICAL LINIMENT
CategoryB01. Posters
EntrantDENTSU UTAMA Kuala Lumpur, MALAYSIA
Entrant Company DENTSU UTAMA Kuala Lumpur, MALAYSIA
Advertising Agency DENTSU UTAMA Kuala Lumpur, MALAYSIA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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