This recent campaign by Sunlife, created by JWT Guangzhou, is a bit of a puzzler. It won the bronze at Cannes, and at first glance it’s a bit difficult to figure out why. The first impression I had when looking at the child avoiding danger, along with the name “Sunlife”, made me think of an insurance company; however upon deeper analysis, low-and-behold, it’s actually an ad for powdered milk!
So what is it about this ad that makes it a winner? Besides its unique artwork, and immediacy (vs. similar brand campaigns) there’s a key cultural element in this ad that may of led to its success.