The prince offers the princess a ride. She can handle the scooter herself, thank you. With the BBDO team, I helped develop the fairy-tale plot and slogan for KYMCO’s 優格 launch, spanning TV, banners and an event.
The launch spanned television, banners and an event. Our creative task was to develop a story and line that could introduce 優格 across those formats.
During my BBDO internship, I contributed to the plot and slogan with the team. We used a familiar fairy tale, then gave the princess the decision and the scooter a reason to be in the story.
The product name 優格 meets 最優的風格, meaning “the best style.” The line links the scooter’s name with a sense of personal style.
The commercial uses a fairy-tale setting: a prince offers a princess a ride, setting up a recognizable romantic expectation.
The princess can ride the scooter on her own. That turn gives her agency within the story and makes the product part of the action.
“優格是最優的風格” connects the product name 優格 with 優 and 格 in the phrase 最優的風格, giving the slogan a verbal link to the scooter.
A text-based portfolio reconstruction of the concept, not frames from the finished commercial.
The fairy-tale setting establishes a familiar romantic expectation.
KYMCO’s official announcement places Yogurt 優格 within the brand’s 60th-anniversary launch and introduces its ambassador, Lee Da-hye. It provides public context for the product and launch alongside the production work shown here.
Read KYMCO’s official launch announcement · 中文 ↗The announcement documents the wider brand launch. My individual contribution to the storyline and slogan is described separately above.
A concept has to survive more than the brainstorm. This project taught me to look for a premise people recognize, a product that belongs in the action and a line that can travel from a screen to a banner.
A collaborative BBDO project for KYMCO. My contribution was to campaign ideation, storyline and slogan development; production and final campaign execution were team efforts. Photographs document the commercial production.
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