Wuliangye Design & Branding EVERY SUCCESS COMES AT THE END OF A DIFFICULT JOURNEY. by Ogilvy & Mather Shanghai

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EVERY SUCCESS COMES AT THE END OF A DIFFICULT JOURNEY.

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Industry Alcoholic drinks & Tobacco
Media Design & Branding
Market China
Agency Ogilvy & Mather Shanghai
Art Director Haibo Huang, Forest Young Saatchi
Copywriter Adams Fan
Account Supervisor Aaron He
Typographer Kevin Lee
Illustrator Zhu Hongquan, Jason Deng
Released March 2010

Credits & Description

Category: Illustration
Advertiser: WULIANGYE
Product/Service: WULIANGYE
Agency: OGILVY SHANGHAI
Date of First Appearance: Mar 3 2010
Entrant Company: OGILVY SHANGHAI, CHINA
Executive Creative Director: Kevin Lee (Ogilvy Shanghai)
Art Director: Haibo Huang (Ogilvy Shanghai)
Art Director: Kevin Lee (Ogilvy Shanghai)
Art Director: Forest Young (Ogilvy Shanghai)
Copywriter: Adams Fan (Ogilvy Shanghai)
Typogrpher: Haibo Huang (Ogilvy Shanghai)
Typographer: Kevin Lee (Ogilvy Shanghai)
Illustrator: Jason Deng
Illustrator: Zhu Hongquan
Art Buyer: Lydia Liu (Ogilvy Shanghai)
Account Supervisor: Aaron He (Ogilvy Shanghai)
Media placement: Outdoor - Outdoor Bus Stop - Mar.3, 2010

Describe the brief from the client
High-priced Bai Jiu (Clear Spirits) are traditional alcoholic beverages drunk in China for celebratory purposes. They are also used a s business gifts. The consumers are largely high-ranking military personnel, and senior business executives.

Describe the challenges and key objectives
Outline the aims and objectives of the project. Specify the target audience and explain any relevant background information.

Describe how you arrived at the final design
Explain the reasoning behind the project solution and describe any cultural references that may not be understood without explanation.

Give some indication of how successful the outcome was in the market
Wuliangye Bai Jiu features a glass ship inside each bottle. 3 stories have been used to illustrate the idea,Admiral Zhenghe, General Zhouyu and Captain Columbus. They all struggled against the odds, and faced difficulties before reaching their destinations successfully. Likewise, the consumers of Wuliangye Ba Jiu have journeyed through life, and are now tasting success, just like the heroes in these 3 stories.