Holiday Inn, Ogilvy embody China’s middle class tensions
Ogilvy & Mather Advertising and OgilvyOne Shanghai have launched Holiday Inn China’s largest campaign of the year, marking the second wave of the new global branding platform Moments of Joy, launched last October. The integrated campaign, ‘An Extra Day’, revolves around the provocation that prompts people to think about taking an extra day off after a business trip.
“‘An Extra Day’ was based on the heartfelt insight that in China, there exists a mindset that intimate moments with loved ones can be sacrificed for the sake of pursuing career success. We wanted to depict this rising phenomenon through the lens of an ever-evolving modern China. The aim is to make a statement that we can, and should define for ourselves what our work-life balance will be,” says Darren Crawforth, Executive Creative Director of OgilvyOne Shanghai.
The campaign was kicked off with “The Anniversary”, an emotional TVC telling the poignant story about a young working couple who wade through thick and thin to spend treasured moments together. The TVC serves as homage to the struggle that China’s young professionals face in the search for a coveted work-life balance.
Supporting the TVC is a social campaign that invites everybody — from celebrity to consumer — to share how he or she would choose to spend a gifted extra day off.
Emily Chang, Chief Commercial Officer of IHG Greater China says, ”This campaign exemplifies what the Moments of Joy platform aims to portray. It raises a particularly relevant challenge that many of our Holiday Inn guests face, a group of busy professionals who travel frequently. You know, I often talk about how there really is no separation between work and life. There IS no work-life balance. Rather, we are gifted with this one life, and it’s up to us to create space for those joyful moments, for the people and moments that matter. We hope those hard-working heroes can find many warm Moments of Joy with us at Holiday Inn Hotels.”
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