Brand: Meituan Drug
Agency: Morning Road
Agency: Morning Road
The Season of Itch
Spring is the season of itch. Meituan’s drug express delivery service launched a campaign film to trigger people’s itchiness. Itchy head, itchy feet, itchy throat, itchy nose, itchy bug bite… you name it. The film generated more than 4 million views on Bilibili, the most popular video platform for Chinese Gen Z.
The film was praised for its unapologetic style and uncanny humor. It was a super fun project not only because of the use of surrealism but also the super local settings of the stories.