Recognizing the proliferation of Lingzhi spores products in the market, the client aimed to educate the public about the distinct health benefits and value of genuine ‘Natural and Wild Lingzhi’. Thus, our creative team strategically emphasized the product’s unique advantages: ‘100% Pure Wild Five-Color Lingzhi.’ This distinction clarified that ‘Vita Green Lingzhi’ stood apart from competitors, highlighting its precious exclusivity.
Vita Green sources its Lingzhi from China’s national-level forests, and their new TVC campaign featured a familiar celebrity and travel host, Janis Chan, as the spokesperson. After thorough analysis, Ztory settled on the theme ‘Health: An Invaluable Journey’. Opted for a documentary-style approach, capturing the essence of a health-focused travelogue in a series of advertisements.
Lingzhi, being a rare raw material, thrives under extreme environments and conditions. Vita Green’s 30 years of expertise in Lingzhi research allowed them to master the art of selecting high-quality Lingzhi. To underscore the brand’s ‘unique’ and ‘first’ value proposition in the market, the team embarked on a 3-day location shoot at the original habitat of Five-Color Lingzhi—the Cenwanglao Mountain in Guangxi. The resulting footage showcased the majestic natural landscape, Lingzhi selection process, testing, and extraction techniques. This unconventional approach set the TVC campaign apart, making it difficult for competitors to replicate and reinforcing the brand’s distinct market position.
The ‘Health: An Invaluable Journey.’ series comprises a thematic TVC and three educational videos. These videos delve into the origins of Five-Color Lingzhi, explore its rare value, highlight its efficacy, and feature heartfelt testimonials from the spokesperson. Experts and technicians collaborated on the shoot, providing in-depth Lingzhi information to the audience. Through this video series, the public gains awareness of the rarity and preciousness of natural Lingzhi health products, fostering confidence and goodwill towards the product.
Ztory hopes that the ‘Health: An Invaluable Journey’ series will not only reinforce Vita Green’s ‘unique’ and ‘market-leading’ position but also deepen public understanding of the health benefits and true value of Five-Color Lingzhi, hopes it can aspire to inspire informed purchasing decisions among consumers.
