Challenge
Let’s be honest: nobody cares about lighting. It’s an invisible commodity. And HUE is a $300 commodity... We needed to elevate the conversation and bring across the message that the HUE lights were able to change up the emotions and customize ambience for every occasion in the home - from dinner parties to relaxing nights.
Solution
We set out to prove that lighting can affect mood and ambiance more than you think… and we had just the play to prove it.
We created the first interactive theatre play directed by light. At the introduction of the play, we surprised audiences with the fact that they could control the stage lighting, which were Philips HUE. Given the Philips HUE app at timed intervals, members of the audience could choose a Hue mood, which changed the set lighting in real-time, triggering the improv actors to act accordingly. To deliver the same engaging experience online, alternate endings of the play were also presented – where viewers were prompted at the end of the video to choose a Hue mood, determining the finale and the very fate of Romeo & Juliet.
Creative Circle Award 2017 Best Of Show Promo & Activation
Creative Circle Award 2017 Silver & Gold Brand Experience
Creative Circle Award 2017 Best Of Show Promo & Activation
Creative Circle Award 2017 Silver & Gold Brand Experience
In the years I’ve been working on the MINI brand in China, I always stayed true to MINI’s British roots while playing up its fun and charm, delivering the brand in the most authentic and culturally relevant manner.
On International Women’s Day 2020, we wanted to shine a light on this little known fact and celebrate the spirit of these two remarkable female drivers.
We launched THE LEGEND OF TEAM 104
– a re-imagination and telling of Pat Moss and Anne Wisdom’s remarkable victory. Presented as an interactive graphic novel executed with a 60s illustration-style, the story was optimized for digital and mobile, and amplified across social media platforms in China. And in the process, the campaign introduced two new “she-roes” to the roster of inspiring women across the world.
Results:
1.5 billion impressions on Weibo alone with over 1 million engagements.
More than 33% in new followers and fans on WeChat and Weibo.
And while it was not a campaign objective, the nett effect was a 500% increase in test-drive sign ups.
MINI is a niche brand in China, especially in some of the northern cities of China. Though people heard of MINI, not many know of MINI's prestigious brand heritage and legacy. And with a new 4S store opening in Shenyang, we needed to attract potential car buyers into the new dealership.
Solution
With the popularity of visiting exhibitions rising among Chinese audience, we transformed the new Shenyang 4S store into a cultural destination by installing a MINI Museum right inside. Filled with historical archives, from a classic Mini to treasured collectibles curated from around the world, our audience get to learn about MINI's heritage and come to understand why its such a beloved cultural icon.
How do you market a running shoe banned from competitive races to serious Gen Z runners in China? By ignoring all the rules and boldly declare what makes our shoes illegal in the first place. All the technology that goes into the adidas Prime X2 Strung gives its wearer an unfair advantage, an advantage that runners, obsessed about breaking their personal best, would be tempted to "break the law" to achieve their goals no matter what.
How do you market a running shoe banned from competitive races to serious Gen Z runners in China?
By ignoring all the rules and boldly declare what makes our shoes illegal in the first place.
All the technology that goes into the adidas Prime X2 Strung gives its wearer an unfair advantage, an advantage that runners, obsessed about breaking their personal best, would be tempted to "break the law" to achieve their goals no matter what. The campaign concept was brought to life across social and on-ground events to in-store designs by the talented creative team at TBWA Shanghai who executed the idea brilliantly.
Inspired by crime shows like CSI, our stylish product launch film positions the adidas Prime X2 as the prime suspect in breaking speeding laws around the country. With multiple evidence showcasing the rule breaking technology built into the shoe.
Online to Offline, we invited consumers down to our stores to experience the adizero Prime X2 Strung. To break the rules and their personal best timings.
We needed to refocus the platform and deliver even more success. In the fourth year of ‘Step Inside the Circuit’, Lewis Hamilton left the team and the new driver Sergio Perez was too young to be promoting an alcohol brand. On top of that, McLaren weren’t exactly enjoying a stellar season.
We pivoted our approach and focused on Jenson Button’s ultimate lifestyle, and showed how Johnnie Walker was a part of that stylish and sophisticated life. Branded content, parties and promotions created digital and real-world engagement in over 40 markets – with particular focus on the emerging and highly aspirational middle classes of Asia, Africa and Latin America.
Supercars. Rooftop bars. Parties. It's just another day on the circuit. Johnnie Walker presents Vodafone McLaren Mercedes driver Jenson Button, as he takes the ultimate walk through the glamourous world of racing in 90 seconds. Music Track: Down The Road by C2C
Join The Pact Platform for Diageo's Never Drink & Drive.
Cannes Lions Film Craft Shortlist 2014
Johnnie Walker sponsors the Vodafone Mercedes McLaren Formula 1 team. To make this sponsorship accessible to our drinkers, we created branded content, parties and promotions inspired by the glamour of the circuit.
This sponsorship was coupled with a rebooted 'Join the Pact' campaign - a commitment to never drink and drive. Our powerful Glass Car film, alongside F1 drivers Mika Häkkinen and Sergio Perez launched the campaign with a promise of one million kilometres of safe rides home from the brand.
The centerpiece of the film is a full-scale reconstruction of the 2013 McLaren MP4-28 Formula One car made from Johnnie Walker whisky tumblers. In the film the car dramatically shatters, serving as a powerful reminder of the fragility of human life.
Looking through a wider cultural lens, we commissioned documentaries with both Vice (in Vietnam) and Hypebeast (in Hong Kong), focusing on the roots of the kinship that led to this fashion colloboration Bringing an interactive celebration to the people, we created a series of bespoke performance events across both markets, that became a physical fashion drop – launching the collections through collaborative performances, live stunts and surprise album drops.
50% of the collection was sold within the first few days of launch with the campaign reaching a total PR value of $12.5M.
Effectively raising the brand premium desirability in the two markets.
From art direction to interior design, and brand content, the objective was to immerse the patrons in the brand world with a visceral experience pair harmoniously with all their senses.
Tasked with launching the latest Samsung Galaxy Note 5 in Asia, we faced one particular challenge.
We didn’t have hands-on access to the device. With the smartphone only available after the New York Samsung Galaxy global launch event, we needed to find a way to produce content around its most innovative features in a very short space of time.
Solution
To do this, we targeted four of the most influential content creators from across the APAC region.
We flew them all the way to New York, where they were among the first people in the world to get their hands on a Galaxy Note 5. The content creators were then challenged to leverage the power of the smartphone to capture, create and share their 24-hour Moment of Note.
We then followed the content creators around the city and, in a first for Samsung, created a launch film using only the content captured in the 24 hours.
When relying on local ground staff, the nuances and detail about the whisky can often get lost.
We created a solution to help Brand Ambassadors take quality whisky mentoring to more people whilst increasing their understanding of the six core flavours: Fresh, Fruit, Malt, Spice, Wood and Peat.
Our new flavour journey immersed people in environments inspired by the key Blue Label flavours. A soundscape featuring a specially composed symphony and narration by Johnnie Walker’s best Whisky expert further enhanced the user's recollection of the core flavours.