Post edited 3:24 am – 2009/12/15 by Veronica

Yanghe Blue Classics – Soften your heart.

Rough to spear, delicate to needle; Zhang Fei is a man of daring and tenderness.

Yanghe Blue Classics – Soften your heart.

Li Kui's hands handle just fine in waving broad axes as in spinning.

Yanghe Blue Classics – Soften your heart.

Paper-cutting requires accuracy, concentration and care, Cheng Yaojin is a master of it too.

The brand Yanghe is a famous alcoholic drink in China. The three featured classic characters are known for their strength. The copy includes a proverb with each, that demonstrates that even hard man always have a soft side.

Having seen some foreign/local readers crediting on these prints works, saying they will do well in Chinese market, I actually find it's grasping consumers' attention more out of a contrast or amusement way. After all, history is not for anyone to play with. Foreigners might assume having covered Chinese elements – water brush painting, famous ancient character- will ensure a good “fit” in domestic market. Still need to keep in mind – just because Chinese know these characters too well, there isn't much room to overthrow their deeply rooted images.

After all, which Chinese would really take THE Zhang Fei of two extreme sides serious? It's no more than eccentricity or laughing it off.

Advertising Agency: BIG Advertising, Beijing, China
Creative Director: Jun Zhang
Art Director: Tao Meng
Copywriter: Yang Yu
Illustrators: Zhigang Li, Xiaoming Cheng

Even hard man always have a soft side, a good creativity of the alcoholic drink's ad.