Title | BEAUTY RICE BOTTLE |
Brand | ZHONG HE FENG JING |
Product / Service | ORGANIC RICE |
Category | F04. Social Behaviour & Cultural Insight |
Entrant | BEIJING DENTSU ADVERTISING, CHINA |
Idea Creation | BEIJING DENTSU ADVERTISING, CHINA |
Name | Company | Position |
---|---|---|
Kazuki Tsuburaku | Beijing Dentsu Advertising | Chief Creative Officer |
KC Aui | Beijing Dentsu Advertising | Executive Creative Director |
Hoshino Manabu | Beijing Dentsu Advertising | Senior Creative Director |
Loo Swee Mei | Beijing Dentsu Advertising | Creative Director |
Andrew Shee | Beijing Dentsu Advertising | Creative Director |
Meng Qian | Beijing Dentsu Advertising | Senior Copywriter |
Eric Pang | Beijing Dentsu Advertising | Senior Art Director |
Kenjiro Sese | Beijing Dentsu Advertising | Planning Director |
Colrence Liang | Beijing Dentsu Advertising | Editor |
Taiki Soma | DNA China | Film Director |
Chow Xin Yi | DNA China | Executive Producer |
Rony Chan | Beijing Dentsu Advertising | Project Director |
Moran Kal | Beijing Dentsu Advertising | Associate Creative Director |
We create a new conversation angle to talk about organic rice. People knew that organic rice was healthy, but they could not see its invisible benefits. So to make the invisible benefits visible for people, we made people look at organic rice in a new way: with beauty skincare. People were intrigued by using organic rice for their skincare, and learned more about all the nutritional benefits of organic rice.
Zhong He Feng Jing wanted to increase awareness of their premium organic rice that contains more nutrients than ordinary rice. But it was hard to see the difference between these two types of rice. So we came up with an idea that allowed people to feel the difference with Zhong He Feng Jing premium organic rice.
In Asian history, women used the same ingredient for porcelain skin and healthy living. Their secret? Rice water. When infused with water, the rice’s nutrients are beneficial to the skin. So to highlight Zhong He Feng Jing premium organic rice's superior nutrients over ordinary rice, we made them feel beautiful inside and out with Beauty Rice Bottle, a rice-inspired shaped bottle that makes rice water for beauty skincare. Beauty Rice Bottle educated people about the nutritional benefits of Zhong He Feng Jing organic rice.
In Asian history, women used the same ingredient for porcelain skin and healthy living. Their secret? Rice water. When infused with water, the rice’s nutrients are beneficial to the skin. People knew that organic rice was healthy, but they could not see its invisible benefits. So to make the invisible benefits visible for people, we made people look at organic rice in a new way: with beauty skincare. By highlighting Zhong He Feng Jing premium organic rice's superior nutrients over ordinary rice, we made them feel beautiful inside and out with Beauty Rice Bottle.
Beauty Rice Bottle was inspired by a traditional beauty approach that uses rice. With functionality and and affordability in mind, we brought back and reinvented a tradition. With a translucent body and undulating lines to define a rice shape, every part is precisely engineered to make your own rice water for beauty care. Made from a smooth, continuous surface that’s comfortable to both hold and use, every inner detail is meticulously crafted for perfect infusion - from the brand’s logo engraving within the filtration, to the organic shaped dripper - allowing rice water to drip naturally. Beauty Rice Bottle was introduced to people on-ground and shared with beauty care KOLs to discuss about it. Conversations were started, but most importantly was that awareness for organic rice was created.
Beauty Rice Bottle made headlines in beauty and health forums online, with 140 unique media impressions and even contributed to a 20% year on year sales increase.
In Asian history, women used the same ingredient for porcelain skin and healthy living. Their secret? Rice water. When infused with water, the rice’s nutrients are beneficial to the skin. So to highlight Zhong He Feng Jing premium organic rice's superior nutrients over ordinary rice, we made them feel beautiful inside and out with Beauty Rice Bottle.