Hong Kong – Beverage company Vitasoy has unveiled its latest ‘For Me, For You, Vitasoy’ campaign that ignites the spirit of empathy and communal care in the new era.
The campaign, done in collaboration with BBDO Greater China, features two short digital films that explore interpersonal relationships between a mother and a daughter and brothers as they offer support to encourage the other one to pursue their chosen path.
Vitasoy is highlighted in the film as a sign of their support, with it being given by their loved ones before they face another journey to their dreams. The new campaign takes a more holistic approach to celebrating the brand’s role in providing not only physical nourishment but also emotional well-being.
With this, Vitasoy underscores their decades-worth of commitment to nurturing the younger generation, providing them with nutrition, encouragement, and reassurance as they navigate their chosen career paths and traverse their personal journeys.
The brand’s new campaign acknowledges the profound significance of today’s diverse and complex society, where individuals embark on their own distinctive journeys, encountering obstacles and pursuing their dreams.
As a way to amplify the message of the campaign, the brand also featured the iconic song ‘Stand By Me’ by Ben E. King, along with the captivating narratives in the short films. This is also Vitasoy’s way to pay homage to their Stand By Me campaign in the past.
The campaign is now available in the Hong Kong and China markets.
David Kim, group chief marketing and strategic business development officer of Vitasoy, said, “At Vitasoy, we believe that true care goes beyond just nutrition. Vitasoy’s latest campaign, in partnership with BBDO and renowned director David Tsui, beautifully merges the timeless essence of our iconic brand with fresh innovation.”
“This initiative is about celebrating young talents and unwavering support for dreams, which encapsulates Vitasoy’s deep-rooted commitment to cherishing its community and supporting the next generation for a future filled with promise and possibility,” he added.
Commenting on the campaign, Arthur Tsang, chief creative officer at BBDO Greater China, also said, “In an era saturated with formulaic commercials, it is truly invigorating to return to the art of storytelling and craft a brand video that transcends time.”
“While the settings may be contemporary, the emotions evoked are reminiscent of a comforting embrace from a dear old friend. Our aim was to revive the deep emotional connection of a brand that has woven itself into the very fabric of our community,” he added.
