Asia's Cannes Contenders - DDB China Group

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges.


The Keyboard of Isolation_sml.jpgThe Keyboard of Isolation
DDB Group, Shanghai

We made more than 100 various, vivid 9 cm figurines -- crafted in the likeness of these family members, recreating the scenes of them overusing computers. Then set up a massive installation in an IT mall and put these figurines in sealed glass jars of different sizes. The glass jars with figurines were arranged in the form of a 5-meter-long keyboard, just like all the real-life family members being isolated in the keys. Every single person inside every single key had an isolated story. We extended the installation to places where more people could experience it, at outdoor plazas, hotels and metro stations.


Gatorade Lawn Refresher_SML.jpgGatorade Lawn Refresher
DDB Group, Shanghai
As a professional Sports beverage, Compared to our competition's huge media investment. Gatorade's marketing budget is small in China. With this challenge in mind, we used the environment as our medium, creating special outdoor ads to communicate to our core customer base generating huge talk value. The sprayers on a football field rehydrate the grass. Gatorade rehydrates the body. We created a field of Gatorade sprinklers. With strong affiliation with the major telecommunications companies, China Mobile enables marketers to locate their targets in a specific area via location based MMS advertising. Consumers would receive a digital coupon via mobile phone for a free bottle of Gatorade when getting close to the sprayer. This idea has also been implemented to other playing fields.
 
Tea Magnifier_sml.jpgLipton Tea Magnifier
DDB Group, Shanghai
Lipton aims to increase the penetration of the Bright Herbal Tea. However, Chinese censorship laws don't allow communicating the healing benefits on mass media. So we created a special teacup to deliver the key benefit "can improve eyesight "in an up close way. In office building lobbies sampling booths, white collars can sample the Lipton Bright Herbal Tea with our custom-made teacup. Once the tea is poured, the tiny message at the base of the cup will be magnified, allowing consumer to experience improved vision. During the sampling period, the custom-made teacup drew crowds and consumers queued up to sample the product. Many netizens also tweeted about their eye-opening experience on weibo. The sales at hypermarkets increased dramatically by 26 times and the e-commerce sales by 286%.


1 Min Song for Shower_sml.jpg1 Min Song for Shower
DDB Group, Shanghai
In China, two out of five people love sing in the shower. The longer you sing, the more water is wasted. That's why we created "1min song for shower". Usually a song takes up to five minutes, but we composed a one minute song especially for shower. By reducing the length of the song, people shortened their shower time. We collaborated with a DJ from popular music radio station to release the song to the public. People further engaged on our campaign's website. After the launch, a "one minute song" mobile app became available to turn any of your favorite songs on your device a "one minute" version.

5 Comments

Marc said:

Gatorade is a nice media idea.

The rest...meh...

Furfux Ache said:

Is this the actual copy from the entry boards sent to Cannes?

DDB is a huge network, why don't you guys help each other out with just getting rationales written properly? The Gatorade one needs to be read twice in order to figure out what it's trying to say, and it's highly unfair to ask someone whose 1st language may not be English to craft these for Cannes, where juror patience is short.

Just e-mail it to someone to check - it takes 10 minutes to fix it and you won't be shortchanging yourselves. Or your ideas.

Liu said:

Gatorade: That's definitely going to leave a gaping "hole" on the pitch when the sprinkler retracts to fit the size of the bottle. But the who cares about football. Oh wait, we can play a round or two of golf instead while waiting for jury to deliberate

Ted said:

Liu, you are looking too closely. Sprinkler holes are often the size of gatorade bottles. This little ambient idea will be judged against hundreds of other nice little ideas in the ambient category. I quite like it and I think it's effective as an ambient idea for the product. It's not going to win big - finalist at most - but good on DDB for having a go.

Liu said:

Ted, like i said, I wouldn't be playing football on this pitch for fear of getting injured stepping into pot holes, but rather golf.

And no I'm definitely not 'looking too closely' as one could definitely see the beautiful magic of photoshop in which case the possibilities are limitless.

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