Wellcome's new ad emphasises 'there's no place like home'

McCann Worldgroup Hong Kong, the creative agency behind Wellcome’s award-winning 'A dollar less is a dollar saved' ad campaign, explained that family mealtimes is when people can share their experiences and express their care and support for each other. 
 
Based on the sentiment 'there's no place like home', the creative strategy is to bring out the bonding that takes place around the dinner table. 
 
The 30-second TVC features a family at meal time sharing their day's activities in a dramatic way. Dad shares how he lost his wig and mom saw foreigners singing Cantonese opera and a chicken walking down in the street in Central, Hong Kong. The theme song is a Canto-pop song  ‘All together’ sung by Jan Lamb.

The campaign consists of two TVCs (the first one went on-air 28 March with the second due at a later stage) supported by other above-the-line materials including print ads, outdoor billboards and advertorials.
 
McCann has also invited famous Hong Kong cartoonist and illustrator Maggie Lau to develop a series of cartoons showing her own family in various contexts for the print and billboard executions. Consumers can customise and share their own wallpaper using Lau's cartoon characters and their own images via a Facebook application. 
 
Credits:

Project 'Wellcome home'
Client Wellcome Supermarket
Creative agency McCann Worldgroup Hong Kong
Creative Spencer Wong, Danny Chan, Timothy Cheng
Account service Peggy Yang, Philip Tsang
Media agency UM
Exposure TV, OOH, Online, POS