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ADVERTISING CAMPAIGNS

China Minsheng Bank ‘Olympics'

Agency: Dynamic Marketing Group

Client: China Minsheng Bank

Dynamic Marketing Group (DMG), China’s largest independent advertising and marketing agency, has unveiled an Olympic-themed nationwide TV campaign for China Minsheng Bank, China’s first non state-owned private commercial bank.
 
The Olympics-inspired TV campaign is DMG’s most high-profile work for the banking giant and targets the mass market across Greater China.  It is designed to raise awareness of the Minsheng Banking brand by capitalizing on nationwide Olympic fever.
 
Two executions – a 30- and a 15-second spot – will be seen by billions of people when they air from this month on via China’s largest broadcast network, China Central Television (CCTV).
 
Set to evocative piano and string music, the 30-second TVC opens with a female gymnast gracefully leaping over a Minsheng Bank card towards the camera.

The creative switches to a male gymnast seizing the “pommel horse” before cutting to a third gymnast effortlessly performing on the high bars before a final dramatic shot of chalk-dusted hands gripping the rings.  
 
The movements of all the gymnasts are traced by an iridescent light that morphs them into a swirl as they spin and dismount.  A Mobius strip – a strip of paper with a half-twist that joins together to form a single strip – emerges spinning onto the screen to represent infinity and finally evolves into the Minsheng Bank ‘S’-shaped logo.
 
The relevance of the Mobius strip relates to Minsheng Bank’s commitment to “Service and Dedication That Never Ends”.
 
Founder and chief creative officer of DMG, Dan Mintz, said, “Minsheng Banking is a financial powerhouse with great ambitions. DMG has successfully integrated cultural understanding, creative flair and high production values that will engage billions of Chinese through an Olympics-inspired campaign.”

AJR
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