SOFY DIGITAL: WANDERING BUNNIES

BRAND MASCOTS
Sue and Fei are the mascots of Sofy. While Sue is bubbly, confident and adventurous, Fei is cute, thoughtful and feminine. They are adorable and relatable characters which help demonstrate the key qualities of Sofy products and help young ladies beat their monthly period woes.

CONCEPT: WANDERING SOFY BUNNIES

Sofy bunnies had been featured in almost every Sofy campaign, but they were not casted in the TV commercials of Sofy Pocket Magic. To generate social media traction, we turned the digital storytelling lens to the out-of-job Sofy bunnies, who went on a bitter wander. This campaign was deployed in China and HongKong.

WANDERING SOFY BUNNIES EP 1: OUT OF JOB 失业流浪告

Sofy bunnies had always taken the supporting roles in Sofy commercials, performing their best. But, unexpectedly, they were not featured in the TV commercial of Sofy Pocket Magic.

EP 2: SOFY BUNNIES WRECK HAVOC 兔呆呆大闹片场

Feeling bitter, the Sofy bunnies visited the TVC shoot of Sofy Pocket magic and found determination to learn more about fashion.

EP 3: BUNNIES GAGA 绝望兔GaGa

Taking inspirations from Lady Gaga, Sofy bunnies dolled up to fit with the trend.

WEIBO PAGE
Other than digital videos, static content was also created to share the adventures of Sofy bunnies.

THE STRANGELY OBJECTIVE MART BY PAIGE LEE

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