Chinese smartphone brand Vivo has launched its first-ever global brand campaign in collaboration with BBDO South China (BBDO Hong Kong and BBDO Guangzhou) to celebrate its sponsorship of the FIFA World Cup 2018.
The campaign “Unlock Extraordinary” includes a brand video, a series of six prints and digital content launching in China, as well as a global roll-out across markets with a Vivo presence such as Hong Kong, Singapore, Malaysia, Indonesia, Thailand and Vietnam among others.
The campaign is developed focusing on the belief that deep inside everyone is a piece of extraordinary waiting to be seen, which can be discovered through Vivo’s suite of cutting-edge technology. According the press statement, the brand believes that no occasion will be more apt to demonstrate this message than the FIFA World Cup where ‘extraordinary’ happens in abundance. Taking on this insight, the film links together different pre-game “pep talks” which happen moments before the opening ceremony in Russia, and captures emotions of anticipation and celebration.