 |
Seen and noted
Techno: Tone Proud In a world where technology and AI shapes perceptions, are smartphones truly capturing the full spectrum and beauty of human diversity, especially in often-overlooked emerging markets? To answer this question, TECNO, an innovative brand at the forefront of multi-skin tone imaging, has launched its #ToneProud campaign, in collaboration with McCann Worldgroup China and Singapore. The #ToneProud campaign is supported and joined by global celebrities of diverse skin tones, including Indonesian-born singer-songwriter Anggun, Saudi Arabian filmmaker and actress Fatima Al-Banawi, VIEW THE CONCEPT  Following Duolingoâs recent appointment of FRED & FARID Shanghai to ideate and create social media content for the brand in mainland China, the duo has brought to life âTrick or Streakâ, a new activation preventing Halloween revelers in Shanghai from carelessly losing their streaks. VIEW OUTDOOR Tom Ford: Introducing Winter 24 Tom Ford's Winter 2024 campaign is a cinematic narrative set in Shanghai, commonly referred to as Moduâthe "Capital of Magic" by its inhabitants. The campaign unravels through a series of three interwoven stories, each capturing the city's contrasts of darkness and light, tradition and modernity. Produced by international production company HAMLET and directed by Tom Fordâs Senior Director Brand Image Zhang Qingyun, VIEW THE SPOT Alibaba Cloud: Honor History Create History From July 26 to August 11, 2024, Paris, with its city landmarks transformed into venues, hosted the epic Olympic Games. As the official cloud service partner of the Olympics, Alibaba Cloud teamed up with Jody Xiong, the visual effects director of the Beijing Winter Olympics, to bridge the worlds of sports, art, and technology through film, paying tribute to the century-old Olympic tradition at its closing. VIEW THE SPOT Master Kong: Emperor Qianlong's Milk Tea What best represents "Chinese milk tea"? Starting from the traditional Chinese culture and the history of milk tea, we find the idea in the collection of paintings in the Palace Museum and find a very appropriate but unexpected celebrity for Master Kong's Dahongpao milk tea - Emperor Qianlong. VIEW THE SPOT AND THE AD  In China, the phenomenon of people being addicted to mobile phones is getting increasingly serious." In 2023, people used their phones 116.3 times and 7.2 hours daily. The addiction of family members to phones has silenced countless families. Yeco Coco Chicken, a Chinese chain restaurant, released a series of posters titled "Silent Families" on May 15th the International Day of Families. VIEW THE3 ADS Kuaishou: Live Again The Qinghai-Tibet Plateau, with an elevation of 4500m, is known as the Death Zone by 30 million truckers in China.With an annual mortality rate of 5%, truck drivers primarily succumb to altitude sickness and hypoxia. Many of them used to live stream on Kuaishou platform. After their demise, the accounts are memorialized. Xiao Hui, an influencer with 1.6 million followers, is one of these truckers.VIEW THE CONCEPT Oreo: The Art Of Play In a nation known for over-work, over-studying and pressure to achieve, Oreo is bringing back Chinaâs 5,000-year-old culture of play with a platform called âArt of âPlayâ. To remind people of Chinaâs rich playful heritage, Oreo teamed up with Leo Burnett Shanghai to create âArt of Playâ â an ongoing platform that brings playfulness back into the collective consciousness.VIEW THE CONCEPT  What is "Suntory -196C"? A well-loved alcoholic drink introduced in Japan in 2005, utilizes Suntory's unique technology to capture the full flavor of fresh fruits and deliver a refreshing taste. To unlock the secrets we created a "-19C Black Technology Laboratory" on Douyin to design exciting surprises especially for the younger audience.VIEW THE FOUR SPOTS  There are millions of children with disabilities in China who are unable to play sports on their own initiative, resulting in physical and psychological distress. At present, there is a lack of attention and support from all sectors of society. "Wheelcheer" focuses on the physical and mental health of children with disabilities and promotes the concept of equality in sports. No matter how tall or short, fat or thin, standing or sitting, every child can be an athlete and enjoy the fun and benefits of sports. At the same time, the project hopes to arouse more social attention and support for children with disabilities, promote social inclusion and equality, and strive to build a more harmonious and inclusive social environment. The "Wheelcheer" adopts the upper body sensing technology to realize the interaction between the body and the screen with the help of the camera capturing the user's movement trajectory. This innovative design allows people to not only have fun in the game, but also complete the exercise, demonstrating the foresight of combining technology and health. At the same time, as a gamified exercise tool, "Wheelcheer" is not limited to specific disabled people, but is open to all users, breaking the traditional special care for disabled children and realizing the equality of exercise. Through the medium of scientific and technological games, it will attract a wider group of users from the perspective of promoting fairness in sports, and create a low-cost but meaningful sports experience for everyone.VIEW THE CONCEPT  RIMOWA partners with Mother Shanghai to debut Jay Chou in the fourth iteration of RIMOWAâs âNever Stillâ campaign. A film-led campaign, where multi-talented musician Jay Chou finds inspiration and transforms the rhythms he discovers into an improvised performance that moves the world around him.VIEW THE SPOT  BMW China has released their Lunar New Year campaign via TBWA Juice Beijing TBWA BOLT Shanghai, which joyfully captures the complexity of ancient traditions and superstitions, setting a path to good fortune.VIEW THE SPOT  Now in its seventh year, Apple celebrates Chinese New Year with a Shot on iPhone film developed by TBWAMedia Arts Lab Shanghai, that sends a poignant message spanning far beyond China. During a moment of celebration and reflection, Apple welcomes the year of the Dragon by telling the story of a young girl battling with her insecurities and how she is able to overcome them on her own. Titled âLittle Garlic,â the film and Apple send a timely message addressing the insecurity felt by Gen Z in China. Apple brings together an illustrious team of movie industry professionals to tell this story though the lens of iPhone 15 Pro Max. Hollywood director Marc Webb, Chinese star Fan Wei, and acclaimed writer Pan Yiran elevate the production with their vast experience. Meanwhile emerging talents like Cecile Zhang, director of photography, and Li Anran, art director, use key iPhone 15 Pro Max features, including 5x optical zoom, Action mode, and Cinematic mode, to delicately and creatively bring the issue of insecurity to life through film. Accompanying the film is a behind-the-scenes video featuring cast and crew to showcase how the film was made with iPhone 15 Pro Max.VIEW THE SPOT VIEW THE BTS SPOT Lao Luo: Legendary Craftsmanship of Lao Luo Lao Luo is a men's fashion designer who has risen to prominence in the Chinese men's shirt market with his eponymous brand. To demonstrate this, Banana Balloon has released this "Legendary Craftsmanship of Lao Luo" print campaign. Lao Luo's standout feature is its creation of 26 different patterns for a single basic design. The selling point is that, regardless of body shape, everyone can find the perfect-fitting shirt. It's this almost tailor-made style that has allowed it to successfully penetrate the Chinese market, making it a highly sought-after fashion brand among urban young professionals. "Tailored or Lao Luo, your choice!" has been the brand's longstanding slogan, resonating strongly with consumers. In keeping with this spirit, Banana Balloon utilize some tailoring tools as creative symbols. Additionally, using a negative space style cleverly conveys the shirt's simplicity and fashion.VIEW THE 1st AD VIEW THE 2nd AD VIEW THE 3rd AD  Misfits and mavericks now have a Singapore home to call their own. Mondrian Singapore Duxton, a new byword for everything inspired and chic; it's the place to make everything groovy. A light on the hill in an otherwise stable, obedient and highly competitive marketplace for the hospitality industry. VIEW THE SPOT  At the end of December 2023, Iceland, known for its icy landscapes and long, cold winters, witnessed something extraordinary a tropical beach party, right amid its coldest season. But this was no ordinary feat; it was the result of Midea's innovative home central air conditioning system, which brought the warm, sunny vibes of Hawaii to the snowy kingdom of Iceland.VIEW OUTDOOR  There are briefs that one cannot turn down, like the one to introduce the most iconic beer brand to the largest consumer market in the world, China. FRED & FARID Shanghai took up this challenge by delving into the very essence of the brand. VIEW THE SPOT VIEW THE PRINT Tencent Sustainable Social Value Organization: Answer Me Banana Balloon, Shenzhen has created this brand entertainment long film for the Tencent Sustainable Social Value Organization. The video was based on a true story and was shot on location at Mingtian Elementary in Lijiang, Yunnan. Left-behind children are a widespread social pain point in rural China. Due to parents having to migrate to cities for work, they have no choice but to leave their children in hometowns to be taken care of by elders. Remote mountainous areas also have education problems, and government-dispatched urban teachers going to rural areas to teach is time-limited. Most children see these city teachers as parents, so accompaniment is an urgent issue needing to be solved for left-behind children. Tencent Sustainable Social Value Organization aims to practice Tencent's mission of "Tech for Good." VIEW THE SPOT  Nike in China has launched a new awareness campaign with Wieden+Kennedy Shanghai to highlight the "More Than Warmth" benefits of their winter jackets. The campaign, directed by Henry Scholfield through international production studio HAMLET, the 60" cinematic spot is part of a multi-channel campaign including cinema, OOH and digital channels running in China. The fantastical spot is set in a magical world, a labyrinth carved into an icy weather system of extreme cold. It's home to a dedicated team of eccentric warmth obsessed researchers who conduct tests on the Nike Winter Collection, and revel in their scientific achievements when the garments ace every test. VIEW THE SPOT  Vitasoy, the iconic brand renowned for its classic soymilk, is excited to introduce its latest campaign, "For Me, For You, Vitasoy". This initiative marks a new chapter for Vitasoy. Reinvigorating its iconic "Stand By Me" campaign, emphasizing not only its nutrition benefits but also igniting an emotional connection with consumers while reinforcing its commitment to evolving alongside their needs.Agency: BBDO, China VIEW THE SPOT  Banana Balloon Shenzhen has created this new campaign for IF coconut water, a brand originating from Thailand, who are entering the Chinese market for the first time in 2023. Adhering to its image of an imported brand, IF want to highlight its original English name. Without a Chinese name on the packaging, this poses great barriers to public awareness in the Chinese market, especially as the product reaches remote rural areas. Banana Balloon Shenzhen's challenge was how to make the name IF more recognizable. They transformed the static brand logo into a more vivid "brand symbol", turning the IF font into a creative language to "introduce" IF coconut water. This allows the originally unfamiliar and meaningless name to consumers to become more meaningful and lively. The concept sparked a wave of user-generated content and even emojis on social media. Within half a year of launch, IF has become the No.1 coconut water brand in China. Ze ?ród?a bitcoin casinoVIEW THE 1st AD VIEW THE 2nd AD VIEW THE 3rd AD VIEW THE 4th AD VIEW THE 5th AD VIEW THE 6th AD VIEW THE 7th AD VIEW THE 8th AD VIEW THE 9th AD VIEW THE 10th AD VIEW THE 11th AD VIEW THE 12th AD VIEW THE 13th AD Shanghai Municipal Government: Morning Shanghai In 2021, Ogilvy Shanghai introduced the Care Codes initiative, aimed at helping the elderly connect with the digital world. Building on this success, the agency once again partnered with the Shanghai Municipal Government, launching a new campaign to further modernize eldercare by leveraging creativity and digital technology. "Morning Shanghai" encourages the elderly to socially connect, opening new opportunities for them to diversify their social lifestyle. In the campaign film, by featuring the elders entering the night club in the morning for their daytime activities, it drives attention from the young generation who realize they can celebrate the city beats together with the city's elders. The "Morning Shanghai" campaign includes a WeChat mini-program designed specifically for individuals aged 60 and above, facilitating venue booking, whilst also offering a range of F&B discounts, movie tickets, and cultural classes dedicated to seniors.VIEW THE SPOT  Collaborating with the independent agency F5 Shanghai, Zhaori Weipin, the distinguished Chinese circular agricultural brand, celebrated its 20th anniversary with an extraordinary musical event on July 8th, 2023. For this unique occasion, the brand enlisted the talents of two-time Grammy Award winner, Dana Leong, inviting him to perform at its organic farm in Laiyang, Shandong. The special concert embodied Zhaori Weipin's dedication to natural and sustainable agricultural practices. The innovative "Veggie Beethoven" concert saw Leong harness digital technology to transform organic vegetables from Zhaori Weipin's farm into musical instruments. VIEW OUTDOOR  Consumer electronics giant OPPO have launched the Monroe series of their Reno 10 model of mobile phone with a new global campaign created and produced by international production studio HAMLET. Directed by Tucker Bliss through HAMLET, 'Can I have my phone back?' is a feel good two minute TV spot highlighting the photographic capabilities of the new Reno Monroe model. Recognising the significance of capturing meaningful moments and the art of taking a great photo for their tech-savvy consumers, OPPO developed the state-of-the-art pro-portrait lens for the Reno model. VIEW THE SPOT The North Face: TNF10,000 Reasons To Get Back To The Trail Following a challenging period, Shanghai sought to reclaim its vitality after lingering trauma confined millions to their homes, isolating them from nature's beauty. In response, The North Face and FRED & FARID Shanghai launched "TNF10000 Reasons to Get Back to Trail," a campaign aimed at reigniting the spirit of outdoor exploration. Leveraging ChatGPT and Midjourney, the campaign generates 10,000 reasons to hit the trail, sparking a widespread desire to reconnect with nature. As the nation emerges from lockdown in early 2023, VIEW THE CONCEPT VIEW THE AD  Mother Shanghai has created this fast paced campaign for The North Face in China, titled 'Go Explore' with the aim to grow the brand through encouraging exploration this summertime. The North Face is synonymous with outdoor adventures, and it wants to encourage a whole new generation of outdoor enthusiasts with growing leisure time and options, building energy and community all whilst remaining authentic. The film content includes a narrative to provide an authentic backdrop to showcase The North Face products, organically connecting them to the moment. VIEW THE SPOT Baidu ERNIE: A Peace-Connecting Painting Taiwan hasn't reunited with China's mainland due to long-term political confrontation since 1949. Similarly, a celebrated Chinese painting is also separated, that is Dwelling in Fuchun Mountain, accomplished by Huang Gongwang in 1350 during the Yuan Dynasty. Unfortunately, the landscape painting was severed by fire into two halves by one of its collectors centuries ago. The central part of the painting is lost forever. At present, half of it is conserved at Zhejiang Provincial Museum in Chinese Mainland while the other half, at Taipei Palace Museum in Taiwan. People have the strong emotions for the reunion of the painting by peaceful means. IDEA: A Peace-Connecting Painting: For this, we bring these two separated scrolls from museum to mobile phone, and fulfill the reunion of them. TOPic & Loong used Baidu AI technology to learn the brushwork and style of the original painting Dwelling in Fuchun Mountain to complement the missing part of the painting. Users can input some simple brush strokes that transform into landscape style patterns as the missing part to reunited the scrolls. Everyone can become a master of ancient Chinese landscape painting. At Huang Gongwang's memorial hall, tourists can merge the separated paintings together with mobile phones using Baidu AI technology. With just simple lines, AI brush connects paintings and emotions for peace. The campaign has been widely covered by the national press, such as CCTV and People's Daily and also by media from Taiwan. It has been reported by a total of 421 media outlet. On Weibo (social app), the campaign was listed among Top 3 trending topics. 260 million people have read the topic on social media, and nearly 1 million people participated in the creation. Users share their creations and give good reviews.VIEW THE CONCEPT  Capturing beauty of overwhelming photographic work that cannot be achieved by a smartphone, and the versatility of the scenes that can be covered by the Canon EOS R6 Mark II. And all these are illustrated in one single image that combines more than 100 photos taken with the EOS R6 Mark II. Agency: Dentsu CreativeVIEW THE AD KFC: ReStore Gaming is the new going out, the metaverse the new shopping mall. As consumers spend more time and money in virtual spaces, how can bricks and mortar compete? Welcome to the KFC Re:Store, unlocking a fully shopable experience at the intersection of craft, innovation and commerce. A reimagining of KFC's retail footprint for one of the worldâs largest economies. VIEW OUTDOOR  electriclime and Riot Games have combined to celebrate the very best of female empowerment with a new VALORANT 'Game Changers' film.Directed by up-and-coming filmmaker Daniel Marjan, the electriclime team travelled to Berlin for the shoot, grabbing the real essence of what it is to become and be a top female player in the esports world.VIEW THE SPOT  In China, the aging population is becoming an increasingly serious demographic problem and has become a hot topic of social concern. Baidu is changing the lifestyle of the elderly by using its AI technology and intelligent products. This film shows Baidu's idea of AI company, not replacing human, but making up for and extending human company.Agency: Godzilla VIEW THE SPOT YH. TANG: 2023 Lucky Charm The COVID-19 coronavirus pandemic has brought bad lucks to people's lives, and everyone is eager to change their luck. It is a tradition of Chinese New Year to pray for good luck for the coming year. Inspired by talismans, the most popular way of praying for luck in China, we have designed 9 New Year Lucky Charms that are closely related to studies, career, love, wealth, health, etc. Consumers only need to buy milk tea in the store, and they can randomly harvest a Lucky Charm, which will unlock a certain kind of luck in 2023.Agency: Yoband, Guangzhou VIEW OUTDOOR Coca-Cola: Celebrating Together Is Magic Coca-Cola is ushering in the Lunar New Year with the launch of a new multi-touchpoint campaign celebrating the magic of togetherness and cross-generational connection that is synonymous with the holiday season. Created by Ogilvy Shanghai as part of the OpenX by WPP team, the regional campaign features a short animated film launched across 8 markets in Asia, supported by an interactive AI-powered mobile activation, as well as limited edition packaging incorporating interactive AR elements. Lunar New Year is one of the most important holidays of the year, involving numerous traditional rituals and practices around food, housecleaning, decorations, gift-giving and more. In recent years however, the festival has gone through a transformation of its own, with younger generations reimagining some of these century-old traditions to fit their busy lifestyle and the hyper-digital world they live in. This shift has accentuated the generational gap between today's youth and their elders, with a lack of shared Lunar New Year rituals. This Year of the Rabbit, Coca-Cola aims to be the common ground and show that while traditions define our families, it is their evolution that magically brings us together. Food is an indispensable component of the New Year festivities. Overtime, the family reunion dinner has evolved, with quintessential Lunar New Year dishes full of symbolism and contemporary, urban-inspired flavors both finding their way onto the dinner table. This evolution is the one depicted in the campaign's main film, "Grandma's Jiaozi", which tells the endearing story of a family of rabbits coming together despite their different approaches to traditional rituals and celebrations. Centered around the message: "Lunar New Year may change, but the unchanging tradition of celebrating it together is what makes it magical", the film celebrates how the Lunar New Year table is big enough to accommodate every generationâs preferences and desires, with the rabbit family's grandson reserving the most important place on his modern New Year dinner table for his grandmother's traditional dumplings. The grandmother and grandson then celebrate this gesture by raising a toast with a Coca-Cola. It is a symbolic common ground always bonding the two, that has remained unchanged over the years. All produced in Shanghai, the 1-minute spot and a series of shorter versions will be available in markets including but not limited to China, Japan, South Korea, Singapore, Malaysia and Cambodia, online and on TV.VIEW THE SPOT  Ant Forest, the green initiative by Alipay, invited animals in the forest "starring" in a series of 8 light-weighted fun films, in which the forest habitants spoke up their own ways of a low-carbon life. Let's get inspired.VIEW THE SPOT  F5 Shanghai has created this Nreal Air holiday commercial in the US market. It's a pair of AR glasses that offer cinema-grade visual experiences with 201-inch virtual screens. In what feels like an indie movie scene, we meet a family of four, who visits an elderly home. They're there for Nick's grandmother but his dad, Sam, warns that she's been getting worse. A heartbreaking moment later, we realize just how bad it has gotten when she canât recognize her grandchildren, let alone her own son. Nick and Sam, who clearly donât see eye to eye (Nick, an almost-adult-soon-to-move-out son and Sam, a somewhat-controlling can't-let-go dad) get frustrated and Nick storms out of there. Only⦠When he returns later that evening, the car is packed to the brim. He's up to something. London actors Orla O' Rourke, Alan McKenne, Norma Attallah, Mila Lieu, and Raiko Gohara are in the lead roles of this rare ensemble piece about losing and finding each other.VIEW THE SPOT  Ant Forest, the green initiative by Alipay, invited animals in the forest "starring" in a series of 8 light-weighted fun films, in which the forest habitants spoke up their own ways of a low-carbon life. Let's get inspired.VIEW THE SPOT  On October 30, 2022, Nio launched ETC7.1.4 equipped with PanoCinema and Dolby Atmos system. In order to promote these unique selling points, we jointed with Discovery to record the sounds of nature in Nanwan Monkey Island, Dongzhaigang Natural Reserve and Bawangling Natural Reserve in Hainan, China. VIEW THE FIRST AD VIEW THE SECOND AD VIEW THE THIRD AD Jordan Brand: Different Courts, Same Drive. This year marks the 25th anniversary of the JORDAN Brand entering China. JORDAN has grown massively since then and more people wear JORDAN than ever, perhaps never understanding the true spirit behind the brand. JORDAN stands for never admitting defeat, for breaking the rules and ultimately always aiming higher. In the past 25 years, this spirit has transcended basketball and spread into other facets of culture. To remind China of this spirit, JORDAN teamed up with W K Shanghai and developed the brand campaign, "Different Courts, Same Drive." The campaign celebrates the brandâs spirit through a series of stories about the famous faces who share Michael Jordan's insatiable hunger for greatness, to inspire everyone to find their own JORDAN spirit and aim higher no matter what court they play on. To tell those stories in film, Wieden Kennedy created the "Air Historian," a central character and key to sharing JORDAN's history with a fresh perspective. Watch the films here. Played by the famous Chinese Comedian, Tong Monan, and spanning six episodes, the Air Historian series covers a wide range of stories from basketball, to street dance, skateboarding, hip hop, and fashion. Joining Tong Monan is a cast of star-studded characters, including Chinese professional basketball player Guo Ailun, Chinese professional basketball female player Yang Shuyu, MoreFree the Chinese streetballer, Guo Yu the founder of a legendary sneaker shop, Nicky a hip-hop dancer, Xiaohei the Skateboarder, rapper Jony J, and Edison Chen, the founder of CLOT. The Air Historian is the de facto know-it-all for everything JORDAN. He resides in a JORDAN museum slash laboratory and spends his days philosophizing the JORDAN spirit. Every episode is a peek into his mind, where he uses deeply rooted Chinese metaphors, fables, and idioms to draw wild connections, seemingly unrelated at first, but suddenly make sense when aided by interviews that the agency conducted over several months. In parallel, Wieden Kennedy crafted a series of visuals and animations that expand the 25th-anniversary celebration. The series showcases the famous faces from each episode and introduces the topics that each episode features.VIEW THE SPARROW SPOT VIEW THE NEEDLES SPOT VIEW THE BEAN SPOT  Sweetshop has launched a new commercial for semiconductor brand MediaTek, in collaboration with DDB China Group. The campaign was directed by up and coming director Evany. The energetic film was shot in Shanghai, immersing the viewers in its high tech, vibrant, and urban atmosphere. Evany uses fast-paced shots, slick transitions and quick moving dolly shots to explore the internal world of the chip. You'd think the camera is trying to catch up with the speed of Wi-Fi function of MediaTek chip. Fast paced gaming shots highlight the powerful performance of the chip. And hip night time party scenes show the chipâs ability to shoot high-definition images with pin sharp focus even in low light circumstances.VIEW THE SPOT Sprite Zero: Is Sprite Really Advertising For Its Competitors? To launch Sprite Zero Sugar in Mainland China, Ogilvy Shanghai under OpenX and Sprite are taking its competitor's head start in the market, head-on. This audacious stunt leaves drinkers wondering, "Is Sprite really advertising for its competitors?" OpenX - WPP's bespoke team dedicated to The Coca-Cola Company globally - has created the campaign aiming to spark conversations and piquing consumer interest to try Sprite Zero Sugar with a series of videos and an AR promotion that turns the competition's branding and positioning claim to its own advantage using a unique mix of creativity and technology. The centerpiece of this bold campaign is a film that opens on a wide-angle, blurred frame showcasing 2 sparkling drink bottles. On the right, viewers can immediately identify Sprite's iconic green packaging. Yet on the left, the silhouette of a white bottle looks remarkably like a certain local, no sugar fizzy drink competitor. As the voiceover asks who that familiar white bottle could be while the camera progressively zooms in, a surprising revelation ensues. At the end of the film, viewers were invited to participate in an AR mobile experience sweepstakes where Sprite seemingly took their act of promoting their competitors even further. Users were offered a free Sprite Zero Sugar for every competitor's product that they scan via WeChat's embedded functionality, instantly transforming the other brands into a Sprite Zero Sugar bottle on their screen along with a free coupon download to sample the new product line.VIEW THE SPOT |
Search blogMembersPast guest reviewers
Latest news
Blog categories
Blog archives
RSS feed
advertising news |
 |
