00:06 Ferrero – Golden Gallery The House of Taste and Art
00:14 Lego Duplo - The Masterpiece of Kid’s Imagination
00:15 KFC X Huawei - KFC phone
00:17 KFC - Super Fries
00:19 Adidas – The Rook
00:21 WGC - LoveGold Platform
00:23 KFC - Colonel Toys Campaign
00:28 Pizzahut - Eel Pizza
00:29 Pizzahut - The Best Picked
00:32 ALDI – Block Party
00:54 Uniqlo - DownUp
00:57 Coke – CokeStudio for Deaf
01:00 Oreo - The Twist, Lick, Dunk Challenge
01:07 Honeywell – Air Touch
An interactive e-commerce experience that let’s you shop by occasion, not category.
Case - 2017
The world’s largest 24hour shopping event takes place every year in China on 11/11. 90% of sales are made on mobile phones through Alibaba eCommerce platforms. How could ALDI – an unknown supermarket brand in China stand out in the clutter of promotions and get a piece of the pie during this crucial sales period?
To cut through the clutter and bring ALDI on peoples shopping lists we built an interactive, intuitive e-commerce store on Alibaba where you shopped not by category but by occasion. The ALDI Block Party was born, a store in form of an apartment block in which people could explore many different apartments that represented different shopping occasions. Shoppers could buy displayed products by simply tapping on each item in the experience; while the shopping cart, coupons and final purchases were all completed without having to exit the experience.
Thanks to this immersive e-commerce experience - ALDI reached 100million social media impressions, and more importantly sales had in a single day eclipsed their previous 4 months combined sales for 2017 while acquiring a whopping 90% of new customers via the experience.
Case - 2017
KFC celebrated its 30th anniversary of operations in China by unveiling a limited edition smartphone it had collaborated with Huawei and growth into a 5,300-restaurant chain in China.
In 2017, it’s a big year of KFC - 30th anniversary year in China. By this, we initiate KFC to partner with Huawei to create a phone which is pre-installed with the KFC app comes in a bright red casing imprinted with the iconic Colonel Sanders logo at the back. Only 5,000 of such models are being released while the phones can be bought on the KFC mobile app and the flagship Tmall store for KFC members. The phone also comes with a KFC-branded music platform preinstalled, think of it as a modern-day jukebox which lets users create and share playlists and music when they dine at more than 4,000 KFC outlets countrywide during the period before the rest of all mobile users get their chance at later.
“The phone is an important phase in the brand's effort to fully digitalize the user experience and venture into smart F&B and entertainment. Music is part of the lifestyle of young consumers and they want music to be on-demand. Word-of-mouth and initial response from consumers (for K-music) has been very positive," said Li, CMO of YUM China.
Case - 2018
Nowadays, picnic is a rising trend in China. Based on the China KFC market, we came up with an idea to turn KFC bucket into a metal pinic bucket. The concept is to remind people to inviting their best friend for camping, together enjoying with KFC meal - “The KFC (best friends) camping bucket”.
On the Labor day, we engaged with youngsters through the creation of a tech camp in the center of Shanghai City to promote “The KFC camping bucket”. Bring along this bucket with your friends to picnic and kickstart the holiday fun!
Case - 2017
Each chocolate in Ferrero "Golden Gallery" product is a unique experience.
With all the passion and care for quality from Ferrero chocolate pastry chefs,
the new premium assortment brings together the best of Ferrero creativity - The New Product -
“Ferrero Golden Gallery" - The Art of Variety -
K11 is the world’s first original brand to pioneer the blend of three essential elements of Art • People • Nature. Allows the public to appreciate different artworks and performance during shopping and leisure.
Together with K11, we present,
The House of Taste & Art.
An exclusive experience that visualize your taste with graphics by brain waver detector.
Generate it into your own masterpiece of art.
At the first stage of the communication,Social media & KOL reached 890，753 consumers.
During the event, Social media & KOL reached 917,541 consumers.
The coverage in total achieved AD value of RMB 2,767,600.
Case - 2016
The Studio’s sensorial experience was created as a quintessence of music by translating sound into a visual language that is comprehendible by using sense of touch and sense of sight.
It's a successful collaboration work from Ogilvy Pakistan and Ogilvy K1ND China for conceptualization and technology.
“Coca-Cola is an all-inclusive brand that revolves around bringing people together,” said Rizwan U. Khan, general manager, Coca-Cola Pakistan. “It shrinks social barriers and encourages people to share their emotions and experiences. However, despite reaching the masses, an estimated 9 million people here have some form of hearing impairment, and have not experienced the magic of Coke Studio. We are really happy that we are now able to make them a part of this unique experience and keep them connected with other people who have been enjoying Coke Studio for the past eight years.”
Richard Geary, founder and director of the Deaf Reach Program in Pakistan endorsed the partnership with Coke Studio. “Our collaboration with Coke Studio reflects our approach towards opening new experiences for the deaf community and creating enabling opportunities for their inclusion and success," he said. "Coke Studio’s new initiative will not only draw a circle to include those who are often marginalized, but serve to create more awareness and acceptance from the mainstream audience, helping them to better understand the challenges faced by the deaf community.”
The video gauged a million views in less than 24hrs, and over 3 millions Facebook views with 23% engagement rate and over 32K shares!
Case - 2015
Promote Nike's Hyper Warm and Hyper Shield products to get runners active during the winter months. As activity amongst runners drop by 20 % during the cold season, we needed to get the word out that Nike's Hyper products are the right weapons to battle against the cold elements of winter.
#WIN AGAINST THE ELEMENTS# A one of a kind application, living on China's twitter, Weibo, pitting runners in China against 4 villainous elements. Cold. Snow. Rain. Dark. Launched through a viral video on Weibo, we challenged runners to take the 4 elements face on. Runners could register, add the 4 villains as friends and then be taunted by them – based on the actual weather in their location, to go out and run. Real time weather displays, location based routes and leader boards and product recommendations based on conditions kept runners motivated during the winter. If they ran against an element, they scored, if they ran against more than one element, they scored big. Finally the campaign culminated in a celebration run at the Shanghai marathon, where runners could celebrate defeating the 4 evil elements.
In only a few weeks, registered runners ran a total of 44 528 km in total. As tracking was done through Nike+ we noticed that our registered runners completed multiple runs, with more than 1 out of 5 runners engaging actively with the campaign throughout. Not bad for a sport which is still hibernating in China. Especially during winter times.
Case - 2007
Traditionally adidas invites athletes to Asia in what is called the Player Tours. In 2007 adidas wanted to activate hundreds of thousands of Asian basketball fans in what they called the Digital Player Tours. This meant we needed to provide a digital platform that got users closer than they ever could to these athletes, help them elevate their game and create the biggest ever digital campaign for adidas in Asia.
We created "The Rook", a first person, full motion digital video branded game that allowed users to experience what it is to play their first rookie year in the NBA. During this 5 week journey, users played the game they love with a team of athletes, helping them elevate their game and truly live, breathe and feel the NBA life.
In 5 countries, over 5 Million users accessed The Rook, over 240,000 users played for the chance to win exclusive VIP tickets the 2008 All-Star Weekend, and spent an average of 20 minutes per visit, playing The Rook.
As Art Director and Lead Designer for this massive campaign I also handled all the localization's. From in game layouts to banners and EDM's, we made sure that we had everything adapted to 5 main countries all over asia.
This project had me traveling several times to Hong Kong to join in for video shoots and directing the Production House that was handling all the Motion Graphics and 3D Animations.
We created tons of viral videos and trailers for this campaign and its different stages, all of which was modified and localized for each targeted country.
Case - 2012
Uniqlo Down Up is a live experience around releasing down jackets up in to the sky. When your jacket is released, it starts to soar to altitudes which can reach all the way up into space. This time-based experience allows you to see your jacket fly up in real time and you can win awesome prizes during your flight. Log into Weibo, the Chinese twitter and allow your friends to boost your jacket up even higher, and if you win, so do they. The higher it flies, the bigger the prize. Down up is based on your location, so you can use your mobile device or computer you can set jackets up in the sky and race to win goodies whenever you are. UNIQLO DOWN UP – THIS WINTER, WARMTH IS IN THE AIR.
Case - 2012
Knorr 321 Recipe Application – A first for Unilever’s Knorr brand and Baidu
An app offering contextual results based on search key-words and offering relevant recipes and tips to address the nutritional issues people were searching for. A series of web films and a pop-up book containing stories for children, recipes for parents, especially working moms, and a free sample of Knorr soup accompanied the app.
Case - 2010
AKQA created a series of fun and addictive ‘dunking’ games targeted to mums and their children. Basketball celebrity Yao Ming was invited to join the fun. Yao is a huge icon in China and is known and recognized by the whole Nation. These browser games truly reflected the ‘twist, lick and dunk’ ritual with the objective to inspire mums & kids to take a break, and have a moment with Oreo cookies.
These games are not your average keyboard & mouse games. They require mums and kids to stand up and physically participate in the game play. With Yao as a mentor, mums and kids can challenge him to 3 dunking games by using their webcams in bonus mode. This physical gaming experience did not only happen online, but was part of a nation wide road show at hyper markets where mums & kids were invited to try the games in front of a huge display.
In only 4 weeks since the launch, the campaign engaged over 5,000,000 users and has generated over 200,000 registrations. This equals to a 13% conversation which exceeds Oreo’s previous campaign by over 264%.
Case - 2014
LoveGold is a digital ecosystem comprising of a responsive design platform and multiple social channels, re-contextualised gold jewellery by creating a new, social brand.
Here we feature one of the episode: Inspired by the epic Chinese love story 'Qixi', supermodel Du Juan shines in this glamorous tale of forbidden love. Shot on location in Shanghai, the romace is celebrated with exotic gold designs from jewelry's brightest talents.
We divided the whole story journey into 5 episodes in 5 theme which are: THE LONG WAIT (望鹊桥) , A STOLEN MOMENT (亿往昔), AT LAST (喜相逢), THE LONG GOODBYE (相见欢), THE PROMISE (永相随).
" I really like gold jewelry. It's dazzling and elegant - the highlight in my personal style. " ----- Quote from Du Juan.
Case - 2011
Blue is the official color for Cricket in India, so when we set out to round up support for the national team we simply asked the indian nation to "Bleed Blue".
By creating a facebook connected application, we enabled the users to create a handprint generated from their online DNA (status updates, uploaded images, comments and likes).
To emphasize the "Bleed Blue" movement we created content such as videos and interactive pieces that revealed and demoed the new official National Cricket Team Jersey kit.
Our main hub for the campaign was the Nike Cricket Facebook page in which we created a steady flow of video, picture and copy based content.
During this campaign I was involved in the Creative thinking and planing the content together with the producers and the creative team.
Case - 2014
is the term for all the celestial bodies and their energy. It is the belief that everyone is like a star in the universe; each radiating with its own unique energy, bursting out with youthful energy and passion, seeking out and living each individuals’ vibrant life.
Together with AKQA and YAO, we create a brand new drink - YAO Energy drink.
Very happy to have team propose to client redesign the packaging before it first launched to China market.
YAO Energy drink also rides on "The Avengers: Age of Ultron" to come up with limitation design packaging to enhance it's image in China.
Case - 2014
To help Honeywell establish the image for it's first air purifier product launch in China.
We leverage it's product benefit to come up a concept " One Touch for better air ". One touch is the most vivid and direct expression of Honeywell air purifier that is easy to control. The video starts with questioning people ' How to get clean and fresh air? ' through a journey lead to a simple answer - one touch solution.
Case - 2008
When the Olympics came to Beijing in 2008 we came up with a support based campaign for Adidas that would enable every chinese person to give their support to the competing athletes. Because our belief was that "When the nation comes together, Impossible is Nothing".
Using the motion portrait technology, we created a application where you can turn yourself into a diehard supporter, record a message of support and this portrait instantly became a three dimensional talking head which you can spread your support thru your online networks in the time when the nation needed it at most.
During this project I worked with our copywriters creating the campaign line and idea. As I was taking care of the Art Direction plus the design, I also directed the technology production house developing the motion portrait application and it's social components.
The Lux Beauty Shine Salon. By leveraging the Chinese consumers' adoration for visiting the hair salon, we created a virtual salon where users would be able to receive informed advice on their hair condition from a professional stylist. By visiting the online virtual hair salon at luxstyle.com.cn/luxsalon/ users are able to sign up for a professional consultation in a real hair studio, with a top class stylist guiding them the whole way.
In a perfect blend between virtual and reality, users are able to experience a digital consultation and then visiting the hair salon offline to enhance the sampling experience. Thus creating new experience for women in China.
After working out the concept, scripts and the social components to this campaign I was co-directing the shoot along with an outside director and production house.
Case - 2009
The Adidas "Play A Sport" is all about getting a playful, easy and fun experience that can guide you to take up a new sport. Using a dance loop mixer, interactive videos and mini games we people to "Play A Sport".
During this year long campaign I did Creative Direction for each of the 4 phases and worked together with Production Houses and Directors for the video and photo shooting sessions.
I was responsible for the Art Direction and worked with our design team to execute the design.
Case - 2008
During the Beijing Olympics, the competition wasn't just on the field. Hundreds of brands - sponsors or not - launched campaigns around the event. As an official sponsor, adidas needed to gain the high ground. So it decided to bring the people of China together in proud support of their athletes.
A virtual 'Sports Nation' was created online, giving enthusiasts the chance to interact, learn, and offer encouragement to the Chinese team. Part encyclopaedia, part catalogue, and part social space, the site became a one-stop Olympic touchpoint.
Some 18,589,458 people visited Sports Nation, on average for 16 minutes. Even in a crowded market, it seems that adidas emerged top of the medals table.