| Title | COOL EITHER WAY |
| Brand | AMBROSIAL BRAND OF YILI GROUP |
| Product / Service | AMBROSIAL HIGH END GREEK YOGURT |
| Category | B03. Posters |
| Entrant | INNER MONGOLIA YILI INDUSTRIAL GROUP Hohhot City, CHINA |
| Idea Creation | LEO BURNETT BEIJING Beijing, CHINA |
| Name | Company | Position |
|---|---|---|
| Frank Liu | Leo Burnett Beijing | Managing Director |
| Qifei Xu | Leo Burnett Beijing | Executive Creative Director |
| Jianhua Dong | Leo Burnett Beijing | Senior Creative Director |
| Mencen Meng | Leo Burnett Beijing | Senior Creative Director |
| Nick Gao | Leo Burnett Beijing | Seinor Art Director |
| Echo Yang | Leo Burnett Beijing | Senior Copywriter |
| Jiahui Wang | Leo Burnett Beijing | Producer |
| Yun Cai | Leo Burnett Beijing | Senior Traffic Manager |
| Kanm Li | Leo Burnett Beijing | Senior Account Director |
| Rui Zou | Leo Burnett Beijing | Associate Account Director |
| Eavan Kong | Leo Burnett Beijing | Account Executive |
Ambrosial Greek Yogurt brand has shaped a trendy brand image, but consumers’ awareness to its brand essence is narrow and limited. There still exists a certain distance between brand and its consumers. The challenge is to expand consumers’ awareness to Ambrosial’s brand essence and in the meantime, balance its likeable image. Based on Ambrosial’s trendy tonality and new product’s design concept of looking cool either in right way up or upside down, we developed a subversive and specialized marketing to enrich brand culture essence and boost launch of new Ambrosial yogurt.
The upside down package design was used in visual communication logic. We combined with double sides of city spirit to illustrate a new understanding on urban lifestyle. We aimed to present different city spirits with typical casts and elements, trying to inspire a trend in each city. For instance: Grandpa and grandma could be fashionable and cool just like young kids. What’s more, campaign KV layout was divided into city, brand and product areas, which perfectly balanced all messages, expressed a trendy brand tonality and exposed the new product.
The upside down package design was used in visual communication logic. We combined with double sides of city spirit to illustrate a new understanding on urban lifestyle. We aimed to present different city spirits with typical casts, local food and landmarks, trying to inspire a trend in each city. For instance, grandpa can be fashionable to highlight Beijing’s “Hun” or “mix&match and inclusive” spirit. Grandma can be exquisite to prove Shanghai’s Jing, which means an exquisite lifestyle. The hot pot and beauties in Chongqing all expressed the city’s “Spicy” attitude. In the meantime, KV layout was divided into city, brand and product areas, which perfectly balanced all messages, expressed a trendy brand tonality and exposed the new product.
The attitude “Cool Either Way” attracted young consumers’ attention and made it a trending topic on social platform. With this trendy tonality, we linked products with consumers, allowing them to feel more possibilities of Ambrosial and spilling over campaign influences to other circles.