Cannes Contenders: DDB Group China
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
DDB China
Volkswagen Brand China and DDB China Group have created a pilot program aimed to help school children in China to have cleaner air in their classrooms. The “Clean Air In A Box” initiative was launched to educate school students about air quality, and to help them make their own low-cost air purifiers out of a small electric fan, a carton box and a genuine Volkswagen cabin air filter. Hazardous air pollution levels in China can cause major respiratory diseases. While some people are buying expensive air purifiers, others simply cannot afford them. Volkswagen, committed to reduce carbon emissions through its technology, together with DDB travelled to schools to teach students about how to reduce air pollution and also provide them with DIY kits to demonstrate how they can build affordable air purifiers for their classrooms.
DDB China
Tsingtao beer is the number one beer in Mainland China. This year DDB China Group created a new brand campaign called “Better Together” as a part of Tsingtao Cheers Bar event. “Bottoms-up Bottles” were introduced at the launch of the event and immediately became the hottest collectable item for beer lovers in China. Several marketing surveys reveal that when Chinese people drink, they like to go “GAN BEI!” which literally means “Bottoms Up!”; however, the traditional beer bottle’s neck is too thin, hole is too small and beer comes out too slow, so it is difficult to really go “Bottoms Up”. DDB Group Shanghai came up with the innovative idea – to turn the beer bottle upside down. That is how the world’s first “Bottoms-up Bottle” was created.
Tribal Worldwide China
Volkswagen Group China and Tribal Worldwide China have launched a digital campaign which illustrates how the high performance of Volkswagen’s TSI engine can be measured in smiles. The entire campaign is to build up a friendly social environment for Volkswagen Group China’s relabeling project next year – from 2015, the displacement-based or engine type-based rear badge of selected Volkswagen brand passenger cars and light commercial vehicles that are equipped with TSI® or TDI® engine, will be progressively changed to “torque-based” badges. This critical change is to make “performance”, an increasingly important car purchase factor in China, directly visible to the customers.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.