Cannes Contenders: McCann Shanghai
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…
McCann Shanghai
Does any driver really care about the GPS installed in their car? Perhaps if it is one that cares. PATEO is one of the largest providers of services and products for connected cars in China, and needed to establish a simple, emotional differentiation from competitors. The short film The Amazing PATEO Navigator, narrated by the PATEO Navigator itself addressing its driver Ken, tells us that this a system that knows you, a trusted partner to navigate the jungles of the road. With a quirky and yet compassionate voice guiding us through a world-spanning cinematic journey, the PATEO Navigator makes a strong case for itself.
McCann Shanghai
How much time do we have left to spend with our parents? For Chinese workers returning home just once a year for Chinese New Year, it wasn’t a burning question. As an icon of Chinese New Year family gatherings, Coca Cola needed to refresh the younger generation’s passion to spend time with parents. So we reminded them how scarce our time together is by creating the 45 Days campaign. A series of viral videos featuring real families from all walks of life confronted with this surprising statistic, and then reunited with family, struck a chord with Chinese families.
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.
2 Comments
More like pretenders than contenders. Neither of these came from genuine problems needed to be solved, they aren’t even creative at all. Too pretentious and tried too hard. A waste of everyone’s time.
Don’t worry, they won’t win anything. People can tell they are average. Judges are people too.