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Vivo looks to ‘unlock extraordinary’ for FIFA World Cup 2018

BBDO South China (BBDO Hong Kong and BBDO Guangzhou) has helped Chinese Smartphone brand vivo launch ‘Unlock Extraordinary’, a highly compelling campaign and the brand’s first ever global brand campaign to celebrate its sponsorship of the FIFA World Cup 2018.

BBDO South China was awarded creative duties last year in a competitive pitch with a strong brand-related big idea and execution – ‘Unlock Extraordinary’ – which includes a brand video, a series of six prints and digital content launching in China, followed by a global roll-out across markets with Vivo presence, including Cambodia, Hong Kong, India, Indonesia, Malaysia, Burma, Russia, Singapore, Taiwan, Thailand, Vietnam.

The ‘Unlock Extraordinary’ campaign draws upon the belief that deep inside everyone is a piece of extraordinary, waiting to be seen; and that Vivo can help unearth that with its suite of cutting edge technology. And no occasion is more apt to demonstrate this than the FIFA World Cup™, where extraordinary happens in abundance, be it on or off the pitch. Taking on this insight, the highly motivating film links together different pre-game ‘pep talks’ that happen moments before the opening ceremony in Russia, capturing the anticipation to celebration as each character’s story unfolds.

‘Unlock Extraordinary’ was a truly star-studded effort, with the film shot by celebrated director duo Josh Melnick and Xander Charity, and the print by famed photographer Tom Oldham. The campaign also called upon master Chinese calligrapher Fung Siu Wah to inscribe the Chinese campaign line “非凡吧! 这是你的时刻”。

“We firmly believe that everyone is extraordinary, and that Vivo can help to unlock their extraordinary for everyone to see on the world stage and what better way to broadcast this message to the world than during the FIFA World Cup™ Russia,” says Deng Li, brand vice president of vivo.

“Vivo is a brand full of energy and ambition and we are so incredibly privileged to be partnering with them in writing this new chapter of exciting growth. The ability to help a Chinese brand enter and hold its own on the world stage is the icing on the cake and something we are all incredibly proud of,” says Kit Koh, Executive Creative Director of BBDO South China.


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