Mei Ri Xin Bao Promo, Case study DRAGON OF JUBILATION by Mei Ri Xin Bao

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DRAGON OF JUBILATION

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Industry Newspapers
Media Promo & PR, Case study
Market China
Agency Mei Ri Xin Bao
Executive Creative Director Chen Wei Choon
Creative Director Zhao Wei, Xu Zhan
Released December 2011

Credits & Description

Category: Best Use of Print
Advertiser: MEI RI XIN BAO
Product/Service: MEI RI XIN BAO
Agency: MEI RI XIN BAO
Chief Creative Officer: Tang Qiaoqiao (Mei Ri Xin Bao)
Executive Creative Director: Chen Wei (Mei Ri Xin Bao)
Creative Director: Zhao Wei (Mei Ri Xin Bao)
Creative Director: Xu Zhan (Mei Ri Xin Bao)
Planner: Ma Zhen Long (Mei Ri Xin Bao)
Planner: Ma Chi (Mei Ri Xin Bao)
Planner: Wang Yu (Mei Ri Xin Bao)
Planner: Wu Jing Fang (Mei Ri Xin Bao)
Production Manager: Zhao Bei Chen (Mei Ri Xin Bao)
Production Manager: Yang Wei Dong (Mei Ri Xin Bao)
Production Manager: Zheng Ai Min (Mei Ri Xin Bao)
Production Manager: Miao Peng Chong (Mei Ri Xin Bao)
Production Manager: Yang Yi (Mei Ri Xin Bao)
Production Manager: Li Li Li (Mei Ri Xin Bao)
Production Manager: Zhang He Xian (Mei Ri Xin Bao)
Production Manager: Liu Jia (Mei Ri Xin Bao)
Media placement: Newspaper - MeiRiXinBao - 20 Dec 2011

Insights, Strategy & the Idea
MeiRiXinBao was first issued on January 1, 2000, this series of advertisements were designed to celebrate the 12th anniversary of MeiRiXinBao. As the Dragon is the cultural totem of Chinese, the 12 scenes were meant to correspond to some key points advocated in the Chinese culture, namely: temperance, humbleness, pragmatism, serenity, detachment, integrity, fondness of martial art, practical experience, harmony, compliance with orders, persistence, emphasis on life quality and strategy. Meanwhile, the grand ads series would help enhance the high corporate profile of MeiRiXinBao and its leading position among the mainstream media in Tianjin.

Creative Execution
This advertisement applies 12 Chinese paintings as a series to represent different scenes with “Dragon” as the theme, and these 12 screens, when put together, form a complete picture scroll. We proudly named it as the “Dragon of Jubilation”.

Results and Effectiveness
The whole project had gain additional over 4million RMB. And due to the overwhelming response of this dragon series, the team has came out some related product, such as stamps and silver mints for sale.