| Title | Honghe-F1 |
| Title (original language) | Mandrain |
| Agency | Beijing Dentsu - Shanghai Branch |
| Campaign | Honghe-F1 |
| Advertiser | Honghe Holding |
| Brand | Honghe |
| Posted | February 2006 |
| Product | Corporate |
| Business Sector | Smoking Tobacco |
| Tagline | Strategic Partner of Shanghai Circuit |
| Story | This commercial is portrayal a Chinese spirit to reflect on a company development. A youth have a dream of racing car and he start with riding a bicycle with his uncompromised sprit to achieve his goal thought his life journey. The black tunnel is symbolize the changing point in his life, but only success by who dare to dream and work hard for his dream. |
| Philosophy | Therefore, agency comes out with an event marketing strategy to solve this problem for our client, Honghe. We come out an idea to make our client Honghe work as a strategic partner with Shanghai Circuit. Since F1 is start racing in Shanghai and sponsor for this event can create an opportunity for advertisement. |
| Problem | Tobacco has been ban by worldwide advertisement. China still has five years to go until the limitation. |
| Result | Honghe has success to sponsor the entire racing car event in Shanghai Circuit. The local TV channel and CCTV is coverage all provinces in China in order to build their brand image in China. |
| Media Type | Television & Cinema |
| Length | |
| Market | China |
| Executive Creative Director | Wendy Cheung |
| Account Director | Xiang Wen Gu |
| Director | Ben Wu |
| Director of Photography (DOP) | Ben Wu |
| Agency Producer | Betty Yu |
| Production Company Producer | Bin Zhang |
More Work
SEE ALLPing Pong
- BRAND:
- Shanghai Governor
- AGENCY:
- Beijing Dentsu - Shanghai Branch