Cannes Contenders: BBDO Greater China
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…
BBDO Hong Kong
Wardrobe Apartment was a powerful campaign conceptualised by BBDO Hong Kong and SoCO (Society for Community Organisation) that forced the Hong Kong government to address the dire living conditions in the city – where 200,000 people live in homes no bigger than 2 sq-metres. Turning on its head a common complaint that Hong Kong apartments are so small you can hardly fit a wardrobe in the room, we built wardrobes to the exact size of these tiny homes and crammed them with belongings from real inhabitants. These were placed in the busiest areas of Hong Kong. The campaign successfully pressured the government to announce an increase in public housing in the next 5 years.
BBDO and Proximity Beijing
With limited media spend, we were tasked with finding an innovative, breakthrough approach to reaching young guys and driving promotional conversion online. We needed to develop a breakthrough approach to unexpectedly deliver the Snickers “You’re Not You When You’re Hungry” idea.
We created innovative projects on JD Finance (China’s Kickstarter). While they were absolutely terrible ideas, they seemed legit at first glance. These were based on hot tech topics: Eco friendliness and product design. When consumers pledged for the projects (either knowingly or unknowingly), we knew they must have been hungry. As a result, the amount pledged was translated into Snickers bars, which we sent to them. In fact, we turned crowdfunding into a new e-commerce channel for Snickers!
BBDO Shanghai
There are thousands of frame shops in Shanghai, and most of them are clustered together in particular areas like Shanghai’s Painters’ Street. It all makes for an extremely competitive business environment! To make LongHui ArtFrame stand out from the crowd of frame shops, we demonstrated how seriously LongHui ArtFrame takes its frames by turning the frames themselves into works of art, creating the impression that LongHui ArtFrame knows more about art than its competitors.
BBDO Taiwan
In Taiwan, home projectors are regarded as non-essential household items. Even when husbands intend to buy, wives will always ask: “Why? We have no opportunity to use this.”
Therefore, we created a series of videos to encourage all family members, especially husbands, to ‘Be a Family Person’. This concept came about based on insight about common marriage problems in Taiwan
Anchor – Flying Dog
BBDO Shanghai
BBDO Shanghai and Fonterra developed a campaign for Anchor Calcium Enriched Milk, highlighting the product’s superiority, based on the global platform [message] – “Go Strong” – by using dogs for a different approach.
The campaign was dramatic and light-hearted by showing the dogs flying in the middle of the air. We can imagine that there is someone playing fetch’ with the dogs, and their strength and power is represented by the dogs flying high mid-air in some unusual places, such as the south pole, the dessert and the salt lake.
We are inviting agencies 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.
1 Comment
I am sorry but the below comment is not true.
“The campaign successfully pressured the government to announce an increase in public housing in the next 5 years.”
There is absolutely no link between this campaign and the HK Government’s policy on public housing. None at all.