10th April,
2000
VITA LEMON TEA ADVERTS SNATCH TOP
ADVERTISING AWARDS AGAIN
The latest VITA Lemon Tea television commercial featuring
an outspoken elderly gentleman in Victoria Park (Wei
Pak Version) has beaten many outstanding advertisements
and won the Spike Award in the FMCG Category in The
Asian Advertising Awards 1999. The same series comprising
three advertisements of the theme "We love you
just the way you are" also received a Certificate
of Excellence in the Television Campaign Category.
The Asian Advertising Awards in its 14th year is organized
by the leading advertising industry publication MEDIA.
A record-breaking number of more than 2,000 entries
from prominent advertising agencies all over Asia were
received by MEDIA this year.
The award winning VITA Lemon Tea commercial series was
accredited for its ground- breaking approach of displaying
in realism the setting, the character and the dialogue
of the people in the commercial. This same creativity
has won the series the Kam Fan Award and other major
awards of the Hong Kong 4A's Creative Awards last year:
- Best Overall Single or Campaign
Execution of the Year Award - "Wai Pak Version"
- Best Single TV/Cinema Commercial
of the Year Award - "Wai Pak Version"
- Best TV/Cinema Campaign - Silver
Award
- Best Single TV/Cinema Commercial
in Alcoholic Beverage/Non-Alcoholic Beverage Category
-- Gold Award -- "Wai Pak Version"
- Best Single TV/Cinema Commercial
in Alcoholic Beverage/Non-Alcoholic Beverage Category
-- Silver Award - "The Hakka Poh Poh"
- Craft Awards - Broadcast - Best
Direction Bronze Award
The thematic commercial series was
directed by acclaimed director Fruit Chan (his works
included the movies "Made in Hong Kong", "The
Longest Summer" and "Little Cheung")
whose unique filming approach brought out a strong local
sentiment.
Whether it is an eighty-year old Hakka woman with zest
and all smiles or an elderly Shanghainese man who passionately
air his opinion or a twenty-something office girl who
talked about her quest to stay slim, the passion was
real with no attempt of putting up an act. The commercials
echoed the essence of VITA Lemon Tea that has won the
liking of many from age three to eighty with its honest
good taste. VITA Lemon Tea has become an integral part
of the life of Hong Kong people and its true character
without embellishment was the message the commercial
was tailored to convey.
The commercials have no young and pretty faces, mesmerizing
setting or stunning special effects to offer, but those
who like them will be able to watch them again on TV
and see the candid self of three Hongkongers. VITA Lemon
Tea appreciates the true characters of Hong Kong the
same way Hong Kong appreciates its great taste.
For further information, please contact the Public Relations
Department, Vitasoy International Holdings Limited at
Tel: 2468 9644 or e-mail:pubrel@vitasoy.com
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