BBH China brings Legend Bruce Lee back to life in gamechanging campaign for Johnnie Walker

Bruce Lee2.jpgBBH China has brought the iconic Bruce Lee back to life in an epic film for Johnnie Walker that further enriches  the Keep Walking message for China.

The campaign focuses on the more exclusive Blue label and celebrates 'Gamechangers,' an elite who have achieved greatness in their own field. A game changer ahead of his time, Bruce Lee embodies the Keep Walking spirit as an example of someone who trusted his intuition, leading him to pursue his ideas and dreams with conviction.

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Bruce Lee3.jpgIn the film at the heart of the campaign, Bruce Lee expounds his philosophy and explains his inspirational attitude that led to unparalleled success.

The film was produced by BBH China along with the world's best visual effects company The Mill and one of the world's most sought after directors, Joseph Kahn. It uses revolutionary film -making technology and is a breakthrough in a first- of- its- kind advanced post - production and effects.

Bruce lee1.jpgThe success of the film is also due to the collaboration with Bruce Lee's daughter Shannon Lee, who offered support and advice throughout production.

The development process started with filming Danny Chan, an actor celebrated for his portrayal of Bruce. Using state- of - the- art technology, Bruce Lee's identity and true to life form was created from a 3D model and blended with this performance - 120 separate expressions built cell by cell. Scores of animators studied pieces of old interviews, films, photographs and even worked with a sculptor to ensure a perfect result.

Composers Brain and Melissa (Brain Mantia and Melissa Reese) created the music - developing a moving score that was carefully balanced with the nuances and tonality of voice, a delivery that was true to the authentic Bruce.

Johnny Tan, BBH Asia Executive Creative Director said:
"This film isn't a technological gimmick. It is designed with a singular mission--to inspire viewers to follow their instincts and strive to be a game changer. Bruce Lee is the ultimate game changer. Hopefully, this film allows people to see Bruce Lee, the man. And that his philosophy can have a meaningful impact on a whole new generation."  

To unceasingly expand the impact of this epic film and the understanding of our target audience, Ogilvy PR developed rich content around the campaign which was utilized to reach our consumers through multiple media channels. This content pyramid started with raising up the topics around Bruce Lee in several influential media as teaser phase. At the mega event held in Beijing to officially launch the new TVC, we invited not only Shannon Lee but three of the most influential celebrities and experts from a variety of backgrounds, including economics, strategy and media industry, to celebrate Bruce Lee as the ultimate game changer and deepen the meaning of game changing spirit through panel discussion session. We pieced together and distributed the key message of the campaign launch event via the influences of all invited mainstream media. More PR happenings and topics will be created to maintain the buzz around "Game Changer" during post campaign. Through this content pyramid approach Johnnie Walker could successfully deliver the concept of "game changing" and "keep walking" to the target audience.

Bringing the campaign to life in digital, OgilvyOne developed a series of online video content to create social buzz around Bruce Lee, his stories, and his philosophies. A short documentary was shot around 4 people who's lives have been inspired by Bruce Lee. The film features actor Jon Benn who stared opposite Bruce in Way of the Dragon, the artist Antonio Sevilla, who has obsessively made thousands of artworks about Bruce Lee, and Hong Kong rapper and visual artist  MC Yan, who's lyrics and paintings honor the enduring impact of Bruce Lee. This emotionally driven piece highlights how the spirit of Bruce Lee and his philosophies continues to live in their hearts and drive their lives forwards. Additionally, on the 40th anniversary of Bruce Lee's passing, an online social movement will be launched for people around China to pay their own tributes to this true, original Game Changer.

Credits:
BBH
Executive Creative Director:  Johnny Tan
Creative Director: Leo Zhang
Copywriter: Jay Qian, Leo Zhang
Art Director: Jeffrey Sun, Johnny Tan, Nicola Chung, Woody Pan
Agency Producer: Krystie Koh
Business Director: Finnian O Neill
Planner: Charles Wigley

Ogilvy PR
Chief Operating Officer, Managing Director:Ella Chan
Associate Director:Lisa Cao
Senior Consultant:Chris Huang
Senior Consultant: Roy Lu

Ogilvy One
Digital Creative: Darren Crawforth, Stanley Tao, Herry Hua, Lily Wang
Content & EPR: Jeffery Cheng, Nianjia Chen, Sonic Zhao
Production: Joseph Chan, Daniel Channing, Eddie Li
Client Servicing: Nora He, Nick Lee, Ciel Chen

6 Comments

Mark Chung said:

For such an effort, it did turn out rather gimmicky.

Do we need this film to show us the famous quotes from Bruce Lee?

CG is unrealistic and awkward that made him rather creepy.

So unfortunately, all that had failed to inspire anything.

Marky Mark said:

Mark,

You're absolutely spot on! A quick search on Youtube on the 'be water my friend' ends up with about 1,590,000 results. What's the connection between a 'game changer' and 'keep walking'? And sorry...what has 'be water' (isn't it flexibility, adaptation) got to do with the Keep Walking proposition? Shouldn't it "Be whiskey, my friend"?

Marc said:

If this was a commercial for hash, it would be much, much more convincing.

Burke and Hare said:

And they hanged us for grave robbing.

Dominic said:

Huge effort for a head scratcher. I'm sure people will share it, but I'm not sure they'll drink the whisky.

What's next? said:

CG Brandon lee hawking Kevlar vest?

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