(FMCG News) Today, Kantar released an in-depth evaluation of 19 shortlisted Spring Festival advertising creatives in the Year of the Tiger by comparing the evaluation results of more than 300,000 ads from real consumers around the world. It also presented four major awards, including: Outstanding Performance Advertising Creative Award, Nian Wei Full Of Advertising Creative Award, Explosive Potential Advertising Creative Award, and Generation Z Favorite Advertising Creative Award. We have screened out the FMCG brands and briefly introduced:
Pepsi, Mengniu, Coca-Cola, Shufujia, Ferrero, Wangwang, Yili, Taobao and Crest won the "Outstanding Performance Award"; Leshi, Taobao and Oreo won the "Full Taste of the Year Award"; Wangwang, Ferrero and Coca-Cola won the "Explosive Potential Award"; PepsiCo and Meisu Jiaer won the "Generation Z Favored Award".
Oreo "Together oreo, Play out the Taste of the Year"
Awards: Full of Flavor of the Year Award
Three generations of grandchildren in Beijing's hutongs celebrate the Spring Festival of the Year of the Tiger. The antique old Beijing courtyard, the red lanterns and the Spring Festival, coupled with the traditional lion snatching hydrangea plot, and the lively and cute children like New Year painting dolls, make the whole advertisement full of a strong traditional Chinese New Year atmosphere, full of New Year's flavor. We also recommend the red Oreo product Citrus Lychee flavored sandwich cookies that match the New Year atmosphere.
Ferrero's "Heart Year Together"
Awards: Explosive Potential Award
Ferrero specially invited his brand spokesperson Li Xian to appear on camera, showing three scenes in which he faded his star status and returned to ordinary life during the New Year, and paid homage to the New Year with Ferrero's gift box. It not only sets off the joyful atmosphere of the New Year, but also jumps out of the traditional Chinese New Year gong and drum scene. The camera finally falls on the picture of Shanghai Oriental Pearl Tower and urban architecture, which fits Ferrero's positioning as an "international brand" and depicts a picture of the Spring Festival of exquisite urban "Haipai and Foreign Atmosphere".
Pepsi "Bringing The Music Home"
Awards: Awarded by Generation Z
The advertisement accommodates many wonderful elements, which not only reflects the warm atmosphere of traditional Chinese family reunion, but also is full of strong national style elements, showing a lively Chinese New Year through a fantasy story of ink painting time and space. Many popular stars take turns to play with young people. From creative methods to marketing methods, this advertisement can be described as both appearance and content, and has successfully won the favor of Generation Z.