May 26, 2012
Based on the insight that most mothers in China use the internet to find recipes and search for advise on nutrition, AKQA Shanghai has launched a 360 campaign aimed at encouraging mom’s and kids to cook and eat healthier. Eugene and Louise worked with the agency to concept and create the two bespoke brand ambassadors around which the campaign centered around – Zhuang Zhuang the Lion and Lele the Giraffe.
The Belgium duo designed gift pack containing two 20 page storybooks, 2 interactive pop up pages and a series of graphics that served as a design toolkit for the agency to use and apply to BTL and ATL campaign materials across different media platforms.
“Two children’s book, a collaboration without face-to-face meet, which covers across over ten thousand kilometers. China and Belgium are in two time zone, but the characters and visuals match perfectly. Eugene &Louise on the other side of the phone, have shy voice. However, their artwork retains the high level of Belgian illustrators. I’m so happy to see my story being brought life to,” states Double Du, Senior copywriter at AKQA. “We really appreciate the creativity in the animals design. This help China moms to engage with kids and lively teach kids what is the healthy diet habit. We loved the design so much that we used these animals for our offline parenting program as well,” says Cathy Lu from Unilever.
In only a few weeks, AKQA’s application reached the number 1 spot in the food category on Baidu.com and Weibo.
Agency: AKQA Shanghai
Copywriter: Double Du
Associate Art Director: Veiray Zhang
Agency Producer: Roy Zhang
Artist: Eugene and Louise
This post is also available in: Chinese (Simplified)