WALMART
“Asian Branding”
: 60 TV US Asian Branding "Promise"
Award:
• 2015 Telly Award Silver, Regional & Multi -Market Mass
Retailer Category - New York
• 2015 Telly Award Bronze, Regional TV & Multi-Market Retail Store - New York
The powerful insight led to the creation of Walmart’s Chinese American Anthemic TV spot, “The Promise.”. The spot voices an authentic narrative that revolves around humanity, specifically, around the journey of a Chinese American immigrant and his drive to pursue happiness for his family in their new adoptive country.
​
We had to interpret “Live better” for the Chinese-American consumer and bring it to life in a way that would be relevant and emotionally resonate with this audience. We also had to convey relevancy across continents.This particular spot was shot with real family casting.
: 60 TV Chinese Branding in China
The campaign had to also extend itself to consumers in China and demonstrate Walmart’s commitment to a better life for all.
​
Additionally, Walmart’s “The Promise” spot for China focuses on food safety concerns, and, as a result, the brand spot speaks to Walmart’s commitment in providing quality and fresh products to help properly sustain the family’s collective aspirations for a better quality of life.