Cannes Lions

With the First Ray of Sunshine, Pay Tribute to the Twilight of the Gods - Yili 2022 FIFA World Cup Event Marketing

INTERESTING (BEIJING) CULTURE COMMUNICATION CO., LTD. / YILI / 2023

Presentation Image
Demo Film

Overview

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Overview

Background

In China and the global internet ecosystem, there always exists a group of perpetrators who hide behind their screens, using their keyboards to make arbitrary comments about others based on fragmentary information or their own emotions of dissatisfaction, indiscriminately attacking celebrities, news figures, and even ordinary netizens, causing them psychological and even physical harm.

As a national brand that has been with the Chinese people for nearly 30 years, Yili has always been actively practicing social responsibility and creating social value. During the World Cup, Yili hopes to leverage its influence and use the images of sports stars to call on the public to pay attention to incidents of online violence, urging people not to make unilateral judgments about others at any time, and not to ignore the efforts and joy that others have brought to the public.

Outcome

China's mainland internet platforms have recorded over 700 million views on topics, over 5.38 million views on case videos, and coverage on over 150 media outlets. On December 15, 2022, WeChat's index skyrocketed by 3879%.

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