Brand Revamp Campaign
笑容拉近你我

In the public eye, Darlie had become a brand that was long past its prime. Brand preference was low, market share was dwindling. Worse still, it had just been given a new Chinese name that was likely to reinforce rather than reverse consumer perceptions. What could we do to turn it from zero to hero in a very competitive category? The answer is celebrity endorsement, but with a very big difference: a candid retelling of the journey that took a boy with neither friends nor self-confidence to the heights of stardom. Keung To's deeply personal story is honest, empathetic and inspiring to countless young people struggling with self-esteem - all the "ugly ducklings" who will, in time, become swans.