Aershan: SIGNATURE BOTTLE

Credits & Description:

SUB CATEGORY : DIRECT AMBIENT: SMALL SCALE
COMPANY ENTERING : CHEIL CHINA, BEIJING
ENTRY TITLE : SIGNATURE BOTTLE
BRAND : AERSHAN MINERAL WATER
ADVERTISER : AERSHAN
ADVERTISING AGENCY : CHEIL CHINA, BEIJING
CHIEF CREATIVE OFFICER : JACKY LUNG
CREATIVE DIRECTOR : SHENGXIONG CHEN
COPYWRITER : WEI XU/TINGTING ZHANG
ART DIRECTOR : YONG REN/HEYI ZHANG/WENXING WU
ACCOUNT MANAGER : JASSICA LIU
AGENCY PRODUCER : LEONA SHANG
PRODUCTION COMPANY : FILMPLEXE, BEIJING
DIRECTOR : JIANHE LAI
PHOTOGRAPHER : ZHONG SHI/JING HUI
SOUND PRODUCTION COMPANY : BLAST, BEIJING
SPECIAL EFFECTS COMPANY : FILMPLEXE, BEIJING
THE BRIEF : IN CHINA, MANY UNFINISHED BOTTLES OF WATER ARE THROWN AWAY AFTER GROUP ACTIVITIES. MOSTLY BECAUSE IT’S EASY TO FORGET WHICH BOTTLE BELONGS TO WHOM. PEOPLE DO NOT LACK INTENTION TO SAVE WATER. THEY JUST NEED A SIMPLE AND EFFECTIVE WAY TO DO THAT.
THE STRATEGY : ON THE BOTTLE LABEL, WE PAINT A LAYER OF COATING THAT CAN BE EASILY MARKED BY SCRATCHING. PEOPLE CAN JUST USE THEIR FINGER TO MARK THEIR BOTTLE HOWEVER THEY WANT, SUCH AS THEIR NAME, A SIGN OR AN ARTISTIC PICTURE. NOW EACH WATER BOTTLE BECOMES UNIQUE AND EASY TO RECOGNIZE.
THE RESULT : A SIMPLE CHANGE TO THE BOTTLE LABEL HELPS REDUCE WATER WASTE. THE BRAND HAS REINFORCED ITS ENVIRONMENT-FRIENDLY IMAGE. MOREOVER, IT STARTS TO CREATE A WAVE OF “ART ON THE BOTTLE”, WINNING MORE FAVOR OF CONSUMERS AND RAISING BRAND AWARENESS. THE CAMPAIGN HAS MADE MORE THAN 230,000 IMPRESSIONS WITHIN ONE MONTH, HELPING BOOST SALES INCREASE.