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  • SUB CATEGORY :
    ANIMATION (IN-CAMERA OR DIGITAL)
  • COMPANY ENTERING :
    ALT.VFX, BRISBANE
  • ENTRY TITLE :
    FDA - STRAW CITY
  • BRAND :
    FDA
  • ADVERTISER :
    FDA
  • AGENCY :
    FCB, NEW YORK
  • EXECUTIVE VICE PRESIDENT & ACCOUNT MANAGEMENT :
    JEFF TARAKAJIAN
  • SENIOR VICE PRESIDENT & ACCOUNT MANAGEMENT :
    SUZANNE SANTIAGO
  • VICE PRESIDENT & ACCOUNT DIRECTOR :
    DIMAS ADIWIYOTO
  • EXECUTIVE CREATIVE DIRECTOR :
    GARY RESCH
  • CREATIVE DIRECTOR :
    LIEM NGUYEN/JUSTIN CHEN
  • COPYWRITER :
    CECILE ROBERTSHAW
  • ART DIRECTOR :
    JAMES MEISER
  • ACCOUNT SUPERVISOR :
    MALLIKA RAO
  • AGENCY PRODUCER :
    MARIA GARELLI
  • DIRECTOR OF INTEGRATED PRODUCTION :
    LEELEE GROOME
  • FILM PRODUCTION COMPANY :
    MJZ, LOS ANGELES
  • DIRECTOR :
    CARL ERIK RINSCH
  • EXECUTIVE PRODUCER :
    KATE LEAHY
  • POST-PRODUCTION COMPANY :
    ROCK PAPER SCISSORS, NEW YORK
  • EDITOR :
    JAMIE FOORD
  • SPECIAL EFFECTS COMPANY :
    ALT.VFX, BRISBANE
  • VFX SUPERVISOR :
    COLIN RENSHAW
  • VFX CO-ORDINATOR :
    JAYCE ATTEWELL
  • HEAD OF 3D :
    NICK ANGUS
  • HEAD OF 2D :
    MATT CHANCE
  • LEAD ANIMATOR :
    CHRIS RENTOUL
  • VFX PRODUCER :
    CELESTE FAIRLIE
  • RIGGER :
    JORDAN MCINNES
  • SOUND PRODUCTION COMPANY :
    PULL MUSIC AND STIMMUNG, NEW YORK
  • PRODUCER :
    GROOVE GUILD
  • ENGLISH SYNOPSIS :
    NEARLY 90% OF ADULT SMOKERS STARTED SMOKING BY AGE 18. TO INTERRUPT THIS TREND, THE REAL COST TARGETS TEENS, AGES 12-17, WHO ARE AT RISK OF EXPERIMENTING WITH CIGARETTES. WHILE THESE TEENS KNOW SMOKING MAY RESULT IN CONSEQUENCES LATER IN LIFE, THEY THINK THERE IS NO COST TO SMOKING A CIGARETTE TODAY. THE REAL COST CHALLENGES THEM TO RETHINK THEIR “COST-FREE” MENTALITY BY BRINGING THE CONSEQUENCES OF SMOKING AS A TEEN TO LIFE THROUGH POWERFUL MESSAGES—LIKE THE FACT THAT SMOKING AS A TEEN CAN PERMANENTLY STUNT LUNG GROWTH, KEEPING THEIR LUNGS SMALLER AND WEAKER. TO CAPTURE THEIR ATTENTION, WE MODERNIZED THE FAIRYTALE “THE THREE LITTLE PIGS” AND ADDED A TWIST. IN AUDACIOUS, CINEMATIC FASHION, WE TOOK THE BIG BAD WOLF—WHO, IN THE ORIGINAL NARRATIVE, MAKES HIS DEBUT BY BLOWING DOWN A STRAW HOUSE—AND DEMONSTRATED HOW HIS LUNGS, PERMANENTLY STUNTED BY SMOKING AS A TEEN, LIMITED HIS POTENTIAL.
  • AWARD :
    EFFECTIVE
  • SUB CATEGORY :
    EFFECTIVE LOTUS - CAMPAIGN SUCCESS
  • COMPANY ENTERING :
    TENCENT, SHENZHEN
  • ENTRY TITLE :
    A MEME GALLERY
  • BRAND :
    TENCENT
  • ADVERTISER :
    TENCENT
  • AGENCY :
    TENCENT, SHENZHEN
  • EXECUTIVE CREATIVE DIRECTOR :
    AKAE WANG
  • COPYWRITER :
    ZITA ZOU
  • ART DIRECTOR :
    IVY HUANG/DONG XIE
  • ACCOUNT DIRECTOR :
    CICY LI/KAI YANG
  • ACCOUNT MANAGER :
    RAIN YUE/HUI WANG
  • STRATEGIC PLANNING DIRECTOR :
    CICY LI
  • MARKETING COMMUNICATION DIRECTOR :
    CICY LI
  • FILM PRODUCTION COMPANY :
    TENCENT, SHENZHEN
  • DIRECTOR :
    AKAE WANG
  • CINEMATOGRAPHER :
    DONG XIE
  • GAFFER :
    IVY HUANG
  • EDITOR :
    DONG XIE
  • COLORIST :
    IVY HUANG
  • FLAME ARTIST :
    DONG XIE/IVY HUANG
  • VISUAL EFFECTS :
    DONG XIE
  • ANIMATOR :
    DONG XIE
  • COMPUTER ARTIST :
    IVY HUANG
  • SOUND DESIGNER :
    DONG XIE
  • PRINT PRODUCTION COMPANY :
    POSTERSCOPE, BEIJING
  • CAMPAIGN SUMMARY :
    TTHE PURPOSE IS TO HELP LEARNING DISABLED VOICE THEIR IDENTITY, AND SUPPORT THEIR CHARITABLE FOUNDATION TO RAISE 15 MILLION RMB WORTH OF PHILANTHROPIC FUNDS. THE STRATEGY: WE CREATED A HTML5 DIGITAL GALLERY OF ARTWORK OF 36 GENERAL LEARNING DISABLED INDIVIDUALS. USERS WERE ABLE TO ENGAGE THESE INDIVIDUALS BY SPENDING 1 RMB USING WECHAT PAY TO PURCHASE THEIR PAINTING. ON THE SAME DAY WE URGED EVERY WECHAT USER TO DONATE THEIR “MOMENT”AND FRAME THIS PAINTING ON THEIR SOCIAL SPACE, LINKING PUBLIC CARE INTO A CONTINUING DIGITAL GALLERY. THE HTML5 HAS SUCCESSFULLY RAISED 15 MILLION YUAN FUND WITHIN ONLY 5 HOURS. THE TOTAL NUMBER OF CLICKS HAS REACHED 41.83 MILLION. MORE THAN ONE HUNDRED MEDIAS JOIN THE REPORT, AND THE CAMPAIGNED HAS BEEN LISTED IN 2017’S 10 MOST INFLUENTIAL EVENTS.
  • THE BRIEF :
    THE GENERAL LEARNING DISABLED, DUE TO LACK OF SOCIAL INTERACTION, ARE OFTEN NEGLECTED AND FORGOTTEN. CAN THE POWER OF TECHNOLOGY BRING EQUALITY TO THIS COMMUNITY, HELP THEM VOICE THEIR IDENTITY, AND SUPPORT THEIR CHARITABLE FOUNDATION TO RAISE 15 MILLION RMB WORTH OF PHILANTHROPIC FUNDS.
  • THE STRATEGY :
    INITIATE AN INFLUENTIAL SOCIAL CAMPAIGN ON SOCIAL MEDIA, TO HELP AUTISTIC CHILDREN TO GET ATTENTION AND FUND-RAISING.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE CREATED A DIGITAL GALLERY TO SHOW THE ARTWORK OF 36 GENERAL LEARNING DISABLED INDIVIDUALS ON AN HTML5 PAGE. USERS WERE ABLE TO ENGAGE THESE INDIVIDUALS BY SPENDING 1 RMB THROUGH WECHAT PAY TO PURCHASE THEIR PAINTING. ON THE SAME DAY WE ADVOCATED EVERY WECHAT USER TO FRAME THIS PAINTING ON THEIR SOCIAL SPACE. BY LINKING THE PAINTINGS ON SOCIAL MEDIA, A CONTINUOUS DIGITAL GALLERY WAS GENERATED.
  • THE RESULT :
    1. 15 MILLION RMB FUND-RAISING IS COMPLETED WITHIN ONLY 5 HOURS. 2. THE TOTAL NUMBER OF CLICKS REACHED 41.83 MILLION, WITH 5% DONATION RATE. 3. PEOPLE'S DAILY AND HUNDREDS OF MEDIA REPORTED THIS CAMPAIGN. EARNED MEDIA EXPOSURE VALUED 200 MILLION RMB. 4. LISTED IN 10 MOST INFLUENTIAL EVENTS BY 9 TOP MEDIAS INCLUDE ZHIHU, DIGITALING, ETC.