The California Walnut Commission has arrived in China, to appeal to Chinese consumer and cut through the clutter, our brand campaign focused on high school students who face incredible pressure in preparing the annual University entrance exams, leveraging their craze for Korean pop bands, we showed them a better way to prepare for the exams is - eating California Walnuts.
For millions of high school students in China, the annual University entrance exams meant doomsday was near. To beat the system, students have tried: James Bond-like cheating contraptions, oxygen at hospitals, IV drips, etc. Unknown to everyone in China, a better way to prepare for the exams is eating California Walnuts. But during times when all students became hermits, how could we get them to listen?
Most people are aware of the many benefits of walnuts for their health and wellbeing, so don't need further education.
Instead of focusing on the well-known benefits of walnuts, we used a warm and light-hearted approach to catch people’s attention and spark their interest. We created ‘Wallie’. a loveable cartoon walnut, who became the California Walnut Commission's brand ambassador. Inspired by the popularity of Korean pop, We transformed 5 Internet celebrities that have a strong teen following, and created China’s very own overnight one-hit wonder internet pop sensation – the Recess Princess. And launched their first hit single – "Recess for the Mind". This nutty, quirky song and dance, epic music video also featured the can’t-miss celebrity from sunny California…Wallie the Walnut, Brain exercise dance moves, Wacky walnut-inspired lyrics.
The online video attacted 3.5 million views and reached over 180 countries. It became the top 3 trending video in China, and we overtook our leading competitor as one of the most popular nut in town! By cheering on the stressed-out students, we showed them a better way to prepare for the exams!