Eu Yan Sang: Unspoken feelings by Constant
Chinese medicine giant Eu Yan Sang has launched an integrated Chinese New Year campaign across Hong Kong and Macau by tapping into the emotional side of the festive period and calling attention to how Chinese parents show their love.
The Chinese way to say “I love you” presents itself in many complex forms but is rarely obvious. The heart of the campaign focuses on “unspoken feelings” between generations, recreating relatable scenarios that illustrate the way traditional Chinese families tend to not openly say how they feel, but express affections in their own way – whether expressing verbal disapprovals under the guise of encouraging strength and growth, or discreetly taking care of family problems quietly and unprompted.
The campaign includes online, social, print and MTR advertisements and will run until February 16.
Tim Ho - Creative Director
Tem Hansen - Strategy Director
Paul Lam - Business Director
Debbie Poon - Senior Designer
Kyle Chiu - Account Manager
Olivia Chan - Graphic Designer
Azusa Hyde - Producer
Candice Dain - Production Assistant