Dubbed 'Project Closer', the campaign encourages people to upload photos of intimate moments with friends to its official website, to share and spread their friendship.
Meanwhile, a 'Doublemint van' has also been sent out on the road to visit 85 cities across the country, to collect photos and to interact with the product’s fans, further strengthening the concept of intimacy and being closer to people.
Wrigley is also relying on starpower to rally responses, designating Zhou Xun, one of the most popular actresses in China, as its 'Doublemint ambassador'.
In the second phrase of the campaign, people are invited to rate the photos on the web site. Hundreds of photos will be selected, and displayed on more than 200 bus shelters in 23 cities.
Credits:
Project Project closer
Client Wrigley China
Creative agency BBDO Guangzhou
Creative team John So, Kit Koh, Lay Xie, Mikko He
Account servicing Rick Doerr, Leo Liu, Chris Ruan
Producer Max Lee
Production company Moviola
Director David Chui
Media Agency MEC
Exposure Television, outdoor, online
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