Great Happiness and Prosperity: a celebration of Chinese creativity
1. Buick Road Safety Programme by MullenLowe Shanghai for Shanghai General Motors
Multiple awards including a Gold Press Lion in 2014
As part of the Buick Road Safety programme, this television commercial featured real traffic accident victims who participated in this project to warn pedestrians and motorists about the dangers of ignoring traffic warnings. The video went viral on the internet, attracting more than 50,000 clicks and shares during its first week and was covered by CCTV, China’s national TV channel. As a result, traffic accidents were reduced by 50% during the five-day campaign.
2. Great Chinese Names for Great Britain by Ogilvy Beijing for VisitBritain
Multiple awards including two Gold PR Lions in 2015
VisitBritain hoped to attract more Chinese visitors to the UK. The Chinese, however, preferred visiting the US and Europe. So, Ogilvy Beijing came up with a new way to engage young affluent Chinese travellers. Their insight was that British landmarks either didn't have Chinese names or were saddled with meaningless phonetic translations. With names being so important in shaping Chinese perception, the idea was to invite the Chinese to coin their own names for major British landmarks, to be immortalized on Google maps, Baidu and Wikipedia. This was the first time in history that one country had openly invited the citizens of another to name its landmarks. And this ‘news’ in itself made headlines across both China and the UK. As a result, hundreds of British landmarks were named, and visits from China increased by 27% during the campaign period.
3. Coke Hands by Ogilvy Shanghai for The Coca-Cola Company
Multiple awards including the Outdoor Lions Grand Prix in 2012
In a bid to develop a big idea to embrace Coke's brand spirit of 'Friendship', Ogilvy Shanghai did something different. They approached Jonathan Mak, the student who came up with the brilliant, iconic Apple logo with the face of Steve Jobs in it. And he came up with a simple design that perfectly captured the ethos of the brand. When it first appeared, the news was immediately picked up by most of the major websites in China and around the world. To the day the agency submitted this entry, they had a total of 50 websites publish articles about this piece of work - generating tremendous buzz inside and outside of China.
4. Know You Again by F5 Shanghai for Baidu
Multiple awards including Silvers in the Creative Data Lions and Pharma Lions in 2017
Baidu created glasses for Alzheimer’s patients to help them to recognise family members, pets and the people that matter most in their lives. The AI glasses use face and speaker recognition technology to identify faces and speech biometrics. The precision rate of face recognition is 99.77%. By connecting to the Baidu database, the system constantly updates itself with new data that is being fed into it.
5. My Sole Story by AKQA for Nike
Silver and Bronze in Digital Craft Lions in 2017
At the moment of victory, Nike wanted to remind Shanghai Marathon runners that this was more than a race. More than months of training. More than a commitment made to yourself months ago. You ran your own story. The emotional journey of a marathon racer was found within their Nike+ data. The miles and minutes logged from training to their victory was shaped into a story, broken into 13 key moments. Nike surprised them with this personalized story at the finish line.
Racers scanned a QR code at the Shanghai Marathon finish line to personalize My Sole Story. The site combined animation with Nike+ data points, including their miles trained day and night, their finish time, as well as a photo celebrating victory with their shoes. All packaged into a digital experience that was shareable to their friends on WeChat, China’s biggest social network.
