Calbee Foods Co. Digital, Case study Opening Good Times [video] by Leo Burnett Hong Kong

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Opening Good Times [video]

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Industry Confectionery & snacks, Snacks
Media Digital, Interactive & Mobile, Case study
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Brian Ma, Alfred Wong
Creative Director Forrest Chan
Art Director Eunice Liu, Jason Yu, Liyo Wu
Copywriter Anderson Wan, Ray Nam
Photographer Ching Yuen Wah
Illustrator Kenneth Lee
Strategic Planner Ketaki Cadambi, Sheldon Li
Editor Jacky Tong
Released January 2016


FAB Creative Awards 2016
Direct Marketing Confectionery & Snacks FAB

Credits & Description

Brand: Opening Good Times
Advertiser: Calbee Four Seas Co. Ltd.
Agency: Leo Burnett Hong Kong, Hong Kong
Chief Creative Officer: Connie Lo
Executive Creative Director: Brian Ma/Alfred Wong
Creative Director: Forrest Chan
Copywriter: Anderson Wan/Ray Nam
Art Director: Eunice Liu/Jason Yu/Liyo Wu
Illustrator: Kenneth Lee
Account Director: Edward Ha/Basil Cheung
Account Manager: Martin Lee/Emile Cheung
Account Executive: Pearlie Yiu
Strategic Planner: Ketaki Cadambi/Sheldon Li
Cinematographer: Q-Leg
Editor: Jacky Tong (Be Bloom Studio)
Photographer: Ching Yuen Wah
The Brief: Calbee Highjacked Delivery Packages By Replacing Traditional And Boring Brown Boxes With Giant Calbee Bags. We Knew That Consumers Who Ordered Goods Online Always Looked Forward To Their Deliveries With Anticipation And Excitement, Coincidentally The Exact Same Feeling Running Through Them While Opening A Bag Of Calbee. Thats Why They Were Pleasantly Surprised When They Received A Calbee Bag Instead Of Their Mail Packages, Reminding Them Of The Joy That Opening A Bag Of Calbee Brings, Right At Their Doorstep.
The Strategy: For 20 Years, Calbee Has Been The Leading Snack Brand In Hong Kong. Peoples Love For Calbee Goes Way Beyond The Taste Itself. The Calbee Experience Is Defined By The Moment Of Excitement When Opening The Pack. And It Is This Exact Feeling Of Joyous Anticipation That We Wanted To Exploit And Amplify!
The Execution: We Found Our Perfect Match Online Shopping After Tracking Your Shipment.The Most Exciting Moment Is When You Open That Package. So, We Decided To Hijack Every Opportunity Where People And Packages Unite,And Insert The Sheer Joy Of The Calbee Experience. We Cooperated With Express Delivery Companies,Replaced Their Boring Brown Boxes With Different Sizes Calbee Packages. Next Time You Receive A Package, You Get To Experience The Joyful Opening Of A Calbee Package.Then, Every Person In Hong Kong Who Opened A Delivery Parcel Was Given The Chance To Open Good Times With Calbee.
The Result: We Increased Awareness Through Kols And Achieved Over 2.2 Impressions. Earned Free Media Coverage In 18 Publications And Gained Over 1.2 Media Impressions Worth ~ Hkd 1,000,000.