Korean cosmetic brand Laneige has ditched the clichés of cosmetic advertising (fancy celebrities with flawless skin), in favor of a content-focused approach to support “Laneige BB Cushion Trio”.
Produced by The Bread Digital, the campaign has engaged a list of local celebs across multiple industries as content curators, including 100Most founder Roy Tsui (林日曦), actress Kate Yeung (楊淇), singer YukiLovey and author Roy Kwong (鄺俊宇) and Chan Fan (陳煩).
A teaser video presenting the curators launched a week ago, attracting more than 245,000 views in two days.
https://youtu.be/dGSPLmI_d5w
The campaign ambassadors are asked to express their views on cosmetics from both female and male perspective under the theme "Cushion Always" (不能沒有妝備) in one quote each on Facebook.
Tsui's feeds has more than 10,000 combined total of likes, shares and comments on Facebook.
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LANEIGE叫我寫句關於前度嘅嘢我寫咗圖中呢句，獨唔獨家試愛先人嘅一生真係非常非常非常短暫，我當你好長壽有80歲，即係得960個月時間畀你享受人生。你仲花一頭半個月嚟諗下「咩係前度？」「會唔會撞到前度？」「我有冇活得比前度好」……等等...
Posted by 林日曦 on Thursday, January 14, 2016
https://www.facebook.com/LaneigeHongKong/videos/vb.103776029657906/946664345369066/?type=2&theater
Kate Yeung's quote:
Roy Kwong's quote:
YukiLovey's quote:
Chan Fan's quote:
"This campaign adopted a quite different approach from the past which TVC featuring Korean celebrity with product shots is not used," said Kenneth Wan, partner at The Bread Digital.
"We did't sell product via direct product communication stating product attributes of benefits like most cosmetics brand are doing. Instead, we deploy a integrated content-driven approach to reflect the brand's values in a more digestible and engaging way."
More videos and content will be launching in soon future.
Credit
Client: Laneige Hong Kong
Creative: The Bread Digital
Media: The Bread Digital
Business director: Gordon Kwan
Creative director: Joseph Mok
Art direction: Chan She, Angel Wong
Copywriting: Cloudy Leung
Senior account manager: Andy Chan
Account executive: Natalia Ng
Video production: Farland Productions
Video director: Yin
Producer: Punk Punk
Photographer: The Buffacow