Yakult Singapore is celebrating Olympic swimmer and Singaporean Joseph Schooling's association with the brand since his childhood in its latest campaign.
According to Joseph Schooling's mother, May Schooling, her family has been engaging Yakult home delivery service since Joseph was a boy. The campaign titled 'Billions Strong', created by ADK Singapore, features Joseph's journey since his childhood days when he would wake up early for his swimming classes, leading to how his parents always supported him by accompanying him for practice and matches.
The film also highlights Joseph relocating to the US for training and getting homesick there, but despite that always working to achieve his dream of winning an Olympic medal. The image of the Yakult lid used as a medal plays throughout.
Kiyotaka Sakurai, managing director of Yakult Singapore said: "Joseph is a talented, hardworking, and remarkable athlete. I believe nothing is greater than the support of his family and the people around him. In regards to that, we're very honoured that Yakult has always been there for him, to be part of his journey. Likewise, we're also very grateful to support intestinal health for everyone."
Joseph recently bagged two individual gold medals, and two relay bronze medals at the 18th Asian Games.
The campaign will go live from today on Channel 5, Channel 8, Channel U as well as on YouTube and Facebook. The Billions Strong campaign will also be supported with press, social, and in-store marketing.
Ronald Wong, executive creative director of ADK Singapore said: "Champions are not made overnight; like us, they have their ups and downs. Joseph's journey has never been easy, but the one thing that always come through is the support system he has, which never failed him."
Alicia Goh and Fong Wei Kit, the senior creative duo behind the work said: "We hope Joseph's narrative can inspire many more Singaporeans to achieve great things for themselves."
: 'Strong Billion'
