Vivo Launches First-Ever Global Brand Campaign For World Cup: ‘Unlock Extraordinary’
Chinese smartphone brand Vivo has launched its first-ever global brand campaign in collaboration with BBDO South China (BBDO Hong Kong and BBDO Guangzhou) to celebrate its sponsorship of the FIFA World Cup 2018.
The campaign “Unlock Extraordinary” includes a brand video, a series of six prints and digital content launching in China, as well as a global roll-out across markets with a Vivo presence such as Hong Kong, Singapore, Malaysia, Indonesia, Thailand and Vietnam among others.
The campaign is developed focusing on the belief that deep inside everyone is a piece of extraordinary waiting to be seen, which can be discovered through Vivo’s suite of cutting-edge technology. According the press statement, the brand believes that no occasion will be more apt to demonstrate this message than the FIFA World Cup where ‘extraordinary’ happens in abundance. Taking on this insight, the film links together different pre-game “pep talks” which happen moments before the opening ceremony in Russia, and captures emotions of anticipation and celebration.
“We firmly believe that everyone is extraordinary, and that Vivo can help to unlock their extraordinary for everyone to see on the world stage,” Deng Li, brand vice president of Vivo said. “What better way to broadcast this message to the world than during the FIFA World Cup Russia,” he added.
“Vivo is a brand full of energy and ambition and we are so incredibly privileged to be partnering with them in writing this new chapter of exciting growth. The ability to help a Chinese brand enter and hold its own on the world stage is the icing on the cake and something we are all incredibly proud of,” Kit Koh, executive creative director of BBDO South China added.
The film was shot by director duo Josh Melnick and Xander Charity, and print by photographer Tom Oldham. The campaign also called upon Chinese calligrapher master Fung Siu Wah to inscribe the Chinese campaign line