Last month Chinese online internet security company, ’360 Safeguard’ celebrated its 6 year anniversary. To commemorate this event the firm created a micro film called “The Protector of Love, The Security of the Heart” that depicts the story of a father and son using the internet whilst subtlely weaving 360 Safeguard’s internet protection functions into the plot. Here is the film with English translations underneath courtesy of Fauna:

NARRATOR:
I often heard my grandmother say
that my father was a busy body [someone who is always finding something to do, minding other people's business] even when he was young.
And even now at his age,
he’s still the same….

WOMAN:
Old Zhao, what are you doing? Patching/fixing the Earth/planet?

OLD ZHAO:
Heh, if there’s something that ought to be done, then it should be done.

WOMAN:
Ha, you’ve definitely done quite a lot of good things for this neighborhood.

NARRATOR:
After retiring, my father was like a lot of other people
and started learning how to play the stock market
Every morning he would go watch the stock market with some stock friends [friends who also play the stock market]
Once there, it would be for the entire day

OLD ZHAO:
There’s yet another new stock/company going public.
First thing tomorrow morning let’s go to the stock hall [places where people can go to watch the stock market and conduct transactions]

SON/NARRATOR:
Dad, we have internet at home.
You can play the stock market at home. There’s more information, and its more convenient.

WOMAN:
Don’t blindly give suggestions.
For us old people, think how hard it is to learn the computer.

SON:
That’s easy, it’s easy once you learn.

OLD MAN:
If she can learn, then the sun will rise from the west!

OLD ZHAO:
I say, son, how about this
Tonight, we’ll hold class, and you can teach me

SON:
Okay, Dad, we’ll learn tonight.

OLD ZHAO:
Ai ya, forget it, forget it.
I can’t catch up with the times…

SON:
Dad, then…

NARRATOR:
I never imagined, that my dad who would never admit defeat
would this time so easily give up.

[OLD ZHAO gets up in the middle of the night and continues learning the computer by himself, types "gupiao" (stocks) into Baidu]

NARRATOR:
Turns out, my father didn’t actually give up
so I too will not give up

[SON brings his laptop, teaches his father how to download and install Qihoo 360 Safeguard antivirus software "for free"]

OLD ZHAO:
Hey, haha, I’m in!

WOMAN:
Hey Old Zhao, I hear you’re playing the stock market at home now, quite impressive you are now!

OLD ZHAO:
If you guys want to learn, come over to my place and I’ll teach you guys

OLD MAN:
Is it hard?

OLD ZHAO:
Hai you, if I can learn how, how can you guys not learn how?

NARRATOR:
My father says to share is also a kind of happiness/enjoyment.
I only used a few nights to teach my father how to use the computer.
[Text: 30 Years Ago]
But my father used an entire lifetime to teach me how to walk, how to be a person…

Related Posts

No related posts.

Yihaodian, one of China’s leading e-commerce websites, has teamed up with Ogilvy & Mather Advertising/Shanghai to launch its latest “The Best Choice” campaign to spark a conversation about grocery shopping. The new campaign consists of a series of amusing videos and print ads that dramatize the stress of grocery shopping for many urban Chinese who lead hectic and fast-paced lives.

In one of the 30-second videos a young man waiting patiently in line at the supermarket checkout suddenly sees the shopper in front of him yell for all her relatives to cut in line as she is about to check out. The aggravated young man bursts into a snail (literally) and slowly inches toward the checkout. The three other videos show similarly unpleasant grocery shopping scenarios such as carrying heavy grocery bags home and going through tedious product exchange/return processes, but with dramatic yet lighthearted endings.

To maximize its impact, the print ads and video series will be shown through multiple channels: online and on screens in buildings, taxis and subways from June-December 2012 in first and second tier cities in China.

TV ADS

Snail
Translation
Girl: Hurry Mom! Hurry Dad! Hurry Auntie! Hurry Uncle! Hurry Granny! Hurry Cousin John! Get in front of me! I saved us a spot in line.
Voiceover: Waiting in long lines? Why waste your time? Online shopping is smarter, with the No. 1 Store.

Donkey

Translation
Husband: Wow! How are we going to carry all this stuff home?
Wife: I’m sure you’ll find a way.
Voiceover: Why are you carrying the entire load yourself? The No. 1 Store is the smarter choice, to shop online.

PRINT ADS

Snail

Translation
Standing in a long line? Don’t be stupid!
Online shopping, the best choice
No. 1 Store

Donkey

Translation
Carrying it yourself? Don’t be stupid!
Online shopping, the best choice
No. 1 Store

Agency: Ogilvy & Mather (Shanghai)
Planner: Morgan Cao
Account: Tracy Cao, Nicole Hu, Eden Wu
Creative Director: Thomas Zhu
Art Director: Koko Huang
Copywriter: Kiddy Wang
Agency Producer: Vivian Wu
Production House: PRO Films

Related Posts

Taobao Mall Encourages Chinese Shoppers To Go Online 0 comments »

Gap: First Ever Chinese Advertising Campaign 8 comments »

Philips Chinese TV Ads Bring Together Nature And Technology 3 comments »

Danone has launched a new TV ad to promote Mizone Formulated Water in China. As part of the ad’s production, real library shelves were pushed over like dominoes as well as an actor being placed on a tilt. The idea behind the ad is to demonstrate that Mizone Water restores your balance. Watch the ad below:

Mizone China ‘Library’ from PHOTOPLAY FILMS on Vimeo.

Agency credit: Y&R (Shanghai)
Group Creative Director: A S Anam
Production Companies: Photoplay, Six Toes
Director: Husein Alicajic
Producers: Oliver Lawrance, Haydn Evans
Agency Producer: Sariyanti Sannie

Related Posts

Ice Dew’s ’60 Percent Water’ Chinese TV Ad For The Olympics 0 comments »

Cadbury: Dancing Buddhist Monks Commercial 1 comment »

Sprite: “Revolution” Commercial, Chinese Or North Korean? 10 comments »

Cannes Lions 2012: Image credit "Lionel Cironneau/AP"

Every year in June, the eyes of the advertising world turn to Cannes to see some of the finest work ad agencies from all over the globe have created in the past year. The Cannes Lions International Festival of Creativity is the largest and most prestigious annual awards in the advertising industry.

Traditionally, the festival is not only the platform for celebrating achievements in the industry for the past twelve months, but also a space where creative professionals come to debate, learn and get inspired via numerous creative exhibitions, seminars, screenings and workshops for both experts and emerging professionals. This year, the festival’s jury viewed a record 34,301 entries than last year from 87 countries.

Last year, one piece of creative work stood from China that being the Samonsite “Heaven and Hell” campaign from JWT (Shanghai). This year saw a fair crop of entries from Chinese agencies, and there were a couple of big winners that certainly raised the profile of the Chinese creative industry, but as many commentators have highlighted there is still progress to be made for China to really compete with the likes of the more developed Western ad industries – but the country is certainly on the right path. Below are some of the best entries and winners from the PRC:

Toblerone Blocks
Client: Kraft, Toblerone Chocolate
Agency: Leagas Delaney (Shanghai)
Award: Entry List (Cyber Lion)

In China, most people buy one Toblerone bar per purchase. And mostly as gifts. But we were greedy. We wanted them to buy hundreds. In order to do that, we had to be as charming as possible. We devised a clever plan. We asked people to use our distinctive shape and create anything their heart desired. They built their designs on our website. We then built the real thing. Once we were finished, they could buy their designs from our online store. Read more about the campaign here.

Iceberg
Client: TUI Travel
Agency: Grey Group (Beijing)
Award: BRONZE (Press Lion), Shortlist (Design Lion)

We need to show people that, with TUI, they could expect more than just a cliché visit to the iconic places of interest. So with a small budget for the entire campaign, we needed some simple, impactful, and eye-catching visual solutions to capture the imagination of the audience. The stopping power of this newly launched campaign had successfully led people to find out more about TUI’s offerings, but measurable results had yet to be made available at the time of this award submission.

Chinese Wedding
Client: Henkel, Pattex
Agency: JWT (Shanghai)
Award: Entry list (Design Lion)

Pattex needs a new campaign to encourage usage of its Super Glue product. We developed this campaign for Pattex Super Glue. We made the Pattex Super Glue host weddings for things that need to stay together. In order to claim: In the world, Pattex Super Glue can make things together forever. Read more about the campaign here.

Civilization Egypt
Client: Maxam, Toiletries
Agency: JWT (Shanghai)
Award: GOLD, (Press Lion), Entry list (Design Lion)

The challenge is how to build a strong image for MAXAM Cavity Protection Toothpaste, and how to make it stand out among a relatively saturated toothpaste market. The brief is to build MAXAM Cavity Protection Toothpaste’s brand awareness by delivering the message MAXAM gives you strong protection against tough germs. If the germs on teeth are not cleaned immediately, they will stay and multiply, and create their own culture. We will demonstrate tooth decay in front of the consumers to emphasis the crisis awareness of tooth decay to stimulate purchase. It took 7 months to complete the 3D production and made every little detail refined. The month sales revenue increased 56%, according to the survey, 72% of consumers indicated purchase intention for this product, and brand awareness rose tremendously.

#Cokehands
Client: Coca-Cola
Agency: Ogilvy (Shanghai)
Award: GRAND PRIX (Outdoor), Shortlist (Design Lion)

Read all about the campaign on chinaSMACK here.

Sponge Street
Client: Clarks
Agency: LOWE (Shanghai)
Award: Shortlist (Promo & Activation Lion)

The Clarks Sponge Street surprises, intrigues and excites. Totally unaware, pedestrians will experience the softness once they step on the sponge tiles. The copy line ‘Clarks Softwear Tech. Walk on the Soft Side’, painted on the sponge tiles, answers the initial curiosity. Promoters distribute product leaflets to all pedestrians who walk on the Clarks Sponge Street. At the centre of the pop-up store is the Clarks booth where interested consumers can immediately examine and try on the product.

Sunbathing
Client: A.O Smith, Solar Powered Water Heater
Agency: Leo Burnett (Shanghai)
Award: GOLD (Design Lion), Entry list (Promo & Activation Lion)

In our idea, the sun is the water column sprayed by the shower, and this is compliant with the features of solar water heater. The activities of this consumer experience, compared to the conventional market promotion are more provocative and more spreading.

The Keyboard Of Isolation
Client: Family Care For Grassroots Community, Less online time and more family time
Agency: DDB China Group (Shanghai)
Award: SILVER (Design Lion)

Read all about the campaign on chinaSMACK here.

Hair Cut
Client: Media Markt
Agency: Leagas Delaney (Shanghai)
Award: Entry list (Promo & Activation Lion)

Media Markt needed a Chinese New Year campaign. In China, people want to start the New Year with good luck and a new haircut is one way to bring luck. Media Markt also wanted to get lucky by getting people into their stores to buy their products. Leagas Delaney Shanghai created a promotion whereby customers decided how much they wanted to cut the prices of product by cutting their hair. The more they cut, the more the prices were cut.

PETA Skin
Client: PETA, Animal Rights
Agency: Ogilvy (Beijing)
Award: Entry list (Film Craft Lion)

This film has created a disturbing world where animals farm humans in order to wear their skin and display their other parts for the sake of fashion. In a world where humans don’t see the vice in doing the same with other species, it asks the question, ‘who’s the animal?’.

Watch the video on The Reel / Metacafe

Electric Cafe
Client: Volkswagen
Agency: Ogilvy (Beijing)
Award: Entry list (Promo & Activation Lion)

Volkswagen sought to educate the general public about how little energy is required for a VW Golf EV to run, via this digital installation that compared the electricity required by the car to that needed by everyday household appliances.

Love Letters
Client: Jason Smith, Font Library
Agency: BBH (Shanghai)
Award: Entry list (Promo & Activation Lion)

Fontsmith developed an art exhibition with BBH Shanghai using typefaces to show messages from people dating online in Shanghai. Read more about the work here and here.

Crop Circles
Client: BMW
Agency: Interone (Beijing)
Award: Entry list (Promo & Activation Lion)

A viral campaign promoting the BMW 1 series entrance to the Chinese market. Read more about the campaign here and here.

Unbeatable (Season 2)
Client: Unilever, Clear Shampoo
Agency: PhD (Shanghai)
Award: Shortlist (Branded Content & Entertainment)

In 2012, China’s official TV regulator issued a string of rules restricting everything from spy dramas and crime stories to programmes about time travel. It’s also banned foreign dramas during prime time, and has targeted what it calls ‘over-entertainment’. New rules from the State Administration of Radio, Film, and Television (SARFT) went into effect that restrict commercials from interrupting TV dramas, allowing them to air only back-to-back between programmes. Ads are limited to 12 to 18-minute blocks between shows. For marketers it becomes an interesting challenge and an opportunity. Unilever forecast early on that the biggest winner of the new legislation will be digital media. In order for Unilever to sustain the success of its ‘Clear Unbeatable’ franchise into 2012, it would need to explore alternative platforms and channels to deliver its brand message. It sought to use 2011 as a test bed for multi screen strategies and turning up the volume on online video platforms. Clear succeeded at this goal. It increased its share of market by 40%, by delivering over 90% of its media impressions through online video channels.

Results
The online distribution strategy for Clear ‘Unbeatable2′ and the “’ am an Unbeatable Expert’ engagement campaign generated impressive results.
- A 48% increase in online video views (over 1.3bn) compared Clear Unbeatable (Season 1)
- Over 1m people complete the digital challenges to become Clear Unbeatable Experts, generating over 11m earned page views and 9m views of consumer generated videos.
- Overall the campaign delivered a 66% increase in media impressions and a 9% reduction in CPM and 36% reduction in cost per video view compared to 2010. Helping Clear achieve a 40% increase in market share in 2011.

Click below to like us on Facebook.

.

Related Posts

Cannes Lions 2011: Award Winning Creativity From China 3 comments »

Chinese Creativity At The Spikes Asia Awards 2011 0 comments »

The D&AD Awards: Best Of China — Part 1 1 comment »

2010 saw the US clothing store GAP enter the Chinese retail market. To announce itself in China it launched an advertising campaign titled “Let’s GAP Together“.

Billboards across Shanghai showed photos of Chinese and Western celebrities paired together, with each photo taken by legendary American portrait photographer Annie Leibovitz. Celebrities included Zhou Xun and Philip Cousteau Jr. (environmentalists), Jolin Tsai and Usher (entertainers), Annie Leibovitz and Wing Shya (photographers).

The new phase of the campaign, recently launched in Mainland China and Hong Kong, pairs new icons from the US and China celebrating both their commonality and their individuality. Six talents paired as:

Originals (Angelababy & Pharrell Williams)
 “I can be myself when working with Gap. I have the space to develop my imagination and the freedom to choose what I like.” (Angelababy)

Visual Vanguard (Cui Xiuwen & Aaron Young)
 “I didn’t know Aaron before we first met in New York for the shoot. Since we have the same experience of art creation, there’s no distance between us.” (Cui XiuWen)

Rockers (Muma & Juliet Simms)
 “Gap let me be the artist I am. And that’s a beautiful thing.” (Juliet Simms)
“Why Gap chose me? I think it’s because I have my own unique characteristics.” (Muma)

All of the above are renowned individuals in their industry and share the same common passion for what they do. They were selected specifically as it was felt they epitomize the freedom of embracing one’s passion and expressing one’s individuality.

According to the Chief Creative Officer of Y&R, Nils Andersson, “This phase of the ‘Let’s Gap Together’ campaign is all about optimism for the future. Continuing Gap’s spirit of liberation, it pairs the next generation of Chinese and Americans at a time when the Sino-American connection is one of the most important relationships of this century.”

Agency credit to: Y&R (China)
Executive Creative Director: Nils Andersson
Creative Director: Nils Andersson / AS Anam / Jonathan Mo
Art Director: AS Anam / Nils Andersson / Recky Hou
Copywriter: Nils Andersson / Nadia Au / Mido Xu
Designer: Jonathan Mo / Yu Tingjun
Account Manager: Henry Chan / Sarah Yana / Amy Luca
Photographer: Annie Leibovitz
Retoucher: AL Studio

Related Posts

Gap: First Ever Chinese Advertising Campaign 8 comments »

GAP Clothing And Usher Bring Freedom To China 24 comments »

BMW China: The “Beast Inside” Viral Campaign 5 comments »