Cannes Contenders: BBDO Greater 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…
BBDO Greater China – Hong Kong
‘Hungry Slip-Ups’ was a powerfully simple campaign that completely endeared the Snickers brand with the people of Hong Kong.
Where Snickers turned notorious public figure slip-ups in Hong Kong into posters attributing them to hunger.
BBDO Greater China – Shanghai
China is a hot topic. Politicians, pundits and celebrities alike all talk about China. However, one of the things about China that they rarely discuss are its five-year plans. These comprehensive government plans are the blueprint for China’s future development, and historically have had important and lasting effects on the country. For anyone who wants to understand China, they are essential reading. However, like most government documents, they are long and boring, so few people read them.
We wanted to get the world to pay attention to China’s upcoming 13th Five-Year Plan, often called the “Shi-San-Wu” in Chinese. To do this, we created “The Shi-San-Wu What?”, a pop song and music video made to tell the world about China’s newest five-year plan in an entertaining and eye-catching way.
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BBDO Greater China – Taiwan
In the summer, people love ice-cream. But when Chinese Valentine’s Day meets the summer season, couples forget about ice-cream but choose chocolate and macaroons as gifts to convey the message of love. And now, Haagen Dazs created the “Love Cup”, which is a temperature-sensitive ink printed cup. The concept is here, by letting the ice-cream to lower the temperature and the color of the cup will be changing when the temperature increases, so the atmosphere between couples will become even more sweet when having Haagen Dazs ice-cream.
BBDO Greater China – Beijing
How could we make consumers feel the silky smoothness of Dove chocolate without eating it? By using video techniques learned from growing sub-culture of internet videos. ASMR (Autonomous Sensory Meridian Response), that use sensory stimulations to trigger physiological sensations.
We captured the best audio-visual triggers known to affect the most number of people, and re-purposed them into two high quality video productions, detailing the process of making and eating Dove chocolate. Launched on iQiyi, Weibo and Guokr, the audience was advised to watch the videos in a calm environment with stereo headphones. The result of much trial and error, the trigger such as gentle whispering, repetitive grinding and beans dropping onto a hard surface are designed to stimulate “tingles running down the spire” that mimic the pleasurable sensations of eating chocolate.
BBDO Greater China – Beijing
People spend money on stupid stuff online when they are hungry. So we crated ridiculous inventions on China’s biggest crowd-funding platform – JD Finance – to catch their hungry behavior. The Aspire Fully Ventilated Rain Ponch – “With proprietary Asp – holes that let you breath whatever the weather”. The Eco-Air Extender Fan – “A fan powered entirely off the natural power of the wind”. If you think these are a good idear you must be hungry!
Pledges for these crowd-funding projects transformed into bars of Snickers that were sent to the pledgers. For the first time, we effectively turned crowd-funding into a new e-Commerce channel for the brand.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.