Campaign details
Brand: QQ StarBrand owner: YiliLead agency: Mindshare ChinaContributing agency: NeoMarket: ChinaIndustries: Milk & dairy drinksMedia channels: Competitions & contests, Online video, Packaging & design, Social media, Virtual & augmented realityBudget: 3 - 5 million
Executive summary
Chinese children have long faced immense pressure to compete academically, vying for the top few coveted university spots.
However, modern parents are increasingly concerned about their child's mental well-being, as well as their education. They want to raise well-rounded children, who are proud of their background and seek...