There is a Chinese tradition to tell the ancient story of the day “Zhinu” (The Weaving Maid) cried when she met her husband “Niulang (The Cowherd) on the Milky Way. Many Chinese children are told this story on ‘Qixi‘ – the Seventh Night Festival, which falls on the seventh day of the seventh lunar month. This day has become known as Chinese Valentine’s Day.
Unfortunately, Qixi is often overlooked in the Mainland which is not ideal for Chocolate manufacturers like Dove. So they created a campaign for Chinese Valentine’s Day which focused on a man building a carriage made of Dove Chocolate packaging to impress the girl he loved. Here is the case study video:
On Youtube
On Youku
Agency credit to: SapientNitro (Shanghai)
Creative Director: Kestrel Lee, Hueylu Ho
Associate Creative Directors: Chanthani Satjatham, Lydia Wang
Copywriters: Eric Shang.
Art directors: Robin Zhang
Account servicing: Ashley Wu, Gary Zhao
Project managers: Pride fang, Liz Chng
Traffic: Susie Ho
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