FLAVORS OF LIFE

Perhaps my most famous piece of work in China.

Before the trend for micro films, and before these two Asian megastars were famous, we turned a global strategy of "after food, chew Extra" into a uniquely Chinese idea. Chinese people love their food too much to see it as some kind of problem to be solved by a chewing gum (globally they were running a Food Creatures campaign). In fact food is so integral to Chinese life that we talk about Life's passage through ups and downs in terms of flavor - Sweet, Sour, Spicy and Bitter.

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• The films achieved over 2 billion views by the end of 2012

• voted the best loved campaign of a generation in China in an independent poll in 2016.

• Increased unaided brand awareness by 40% in 3 months

• Gold at the Asian Marketing Efectiveness Awards in 2012, and Gold again for sustained success in 2014's awards.

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As well as being China's first successful micro film campaign, we also were pioneers in mobile UGC inviting consumers to share their own joys and sorrows via Sina Weibo.