Siemens campaign aims to energise white goods sector

The campaign, developed by Leo Burnett and Zenith Media Shanghai, depicts a fish that breaks free from a trawler net to fly over land to the vacuum compartment of one of the refrigerators.

The theme is played out over 30 and 60-second TV spots, print, online, outdoor and point-of-sale media. According to a spokesperson for Leo Burnett Greater China, the campaign aims to give a different feel to standard white goods advertising in the market.

“We created a light-hearted feel for an innovative product with a very human purpose,” said Amanda Yang, ECD at Leo Burnett Shanghai.

The campaign will run nationwide for the duration of the summer, with major exposure on CCTV.

Credits:

Title A fish’s fresh journey
Client Lin Bin and Paley Wu of BSH Home Appliances (China)
Brief Launch Siemens’ innovative new Vacuum vitaFresh Refrigerator
Creative agency Leo Burnett Shanghai
Executive creative director Amanda Yang, Gordon Hughes
Creative director Henry Tsai
Art director Etienne Ma
Copywriter Yvonne Ye
Planner Kaiyu Li
Client servicing Alvin Yim, Angie Wong, Matthew Kwan, Jessie Yao, Carrie Hu
Media agency Zenith Media Shanghai
Media planner Robert Yang
Production house Gwantsi
Director Xavier Mairesse
Editing house P.O.
Exposure Television, outdoor, online, print, point-of-sale