Our clients

WANGLAOJI HERBAL TEA

Destination

As World Cup 06 was coming, Wanglaoji wanted to do something special to coincide with the fabulous competition. The formidable challenge facing the MindShare Guangzhou team was to find a link between the World Cup and herbal tea!  

Direction

We wanted the solution to show how Wanglaoji Herbal Tea takes the heat out of a situation - the kind of heat that leads to a footballer receiving a red card.

'Heat and Cold' is an ancestral Asian concept followed from the Yin and Yang philosophy. Heat and cold affect the bounds of the body.  The creative idea wanted to deepen the product concept that Wanglaoji Herbal Tea 'can clear heat'.

Design & Delivery

The team discovered that World Cup fans followed results in newspaper sports pages. Therefore, this medium was used to carry the message that too much anger drives people to disobey rules and maybe get a red card in the World Cup.

Pictures and slogans explained how such a state of mind can be remedied by the heat-dissipating powers of Wanglaoji Herbal tea. The campaign focused on males 25-45 years old and showed how you can achieve a major impact on a low budget.

Evaluation

This is imaginative use of the popularity of the World Cup and the red card issue. There are obviously many tensions in the world today, which means this approach could be applied to other real-life scenarios.