Cannes Contenders: BBDO Greater China
How will Asia Pacific perform at Cannes this year? During the lead up to the Festival, starting this weekend, Campaign Brief will be showcasing the work we hope will impress the judges ….
BBDO Shanghai
‘Scandal Shave’ is an orchestrated celebrity scandal, which has sold 3 million razors, boosting Gillette’s business in China.
Inspired by the powerful insight that women in China find the act of men wet shaving arousing to watch, an unbranded ‘private’ home video of national sweetheart Gao Yuanyuan, scantily clad and wet shaving with a man was ‘leaked’ to the media to deliver our message, generating an enormous national scandal. Capitalising on this with a full suite of branded activities, men became intrigued by the effect of wet shaving, compelling them to try it for themselves.
Smart Car – ‘Smart’
BBDO Beijing
Beijing is infamous for smog and air pollution and it is little wonder that convertibles do not sell well. But smart is the ultimate city car, whatever form it is in. So how could BBDO change the minds of smart potential buyers to consider the soft-top cabrio version, and at the same time humorously reframe the physical properties and abilities of the car?
With the soft top down, a smart cabrio offers a complete panoramic vista upwards. This gives buyers a completely new view of the cramped city, where the majority of people live their lives and their stories above the ground. The piece was executed as a special extra-long format print insert, as well as a multi-perspective artwork placed directly above the smart cabrio in dealerships.
Energy BBDO
There are many sources for people to find things to see and do in Shanghai. But Time Out goes deeper than others, to find the hidden gems of the city. The challenge was to demonstrate this in a meaningful, attention-grabbing way. Doing so would help to differentiate Time Out Shanghai, increasing its readers and users, and making it more attractive to advertisers.
The insight is really in the product itself: Time Out Shanghai digs deeper into the city to find hidden gems that might not otherwise be discovered. To demonstrate this, BBDO created the Stolen Phone Tour. BBDO purposely “lost” Time Out Shanghai’s cell phone, and placed it on a random street in Shanghai, available for any passerby to pick up. Once someone did, they received a text: “Get in the London cab that just pulled up.
BBDO Taiwan
VIBO, a telecom company in Taiwan, discovered that when internet is easily accessible on your mobile phone, people become less affectionate in real life.
BBDO, therefore, created a series of campaigns to remind people how wonderful genuine face-to-face interaction really is. To greet people in person, not just with a simple click on Facebook.
The premise – one real “LIKE” in person is much more powerful, warm and touching than a virtual “LIKE” on Facebook.