Lifestyle

The Shortlist
CAMPAIGN
A Different Paris
AGENCY
TBWA Group
CLIENT
Airbnb
BRAND
Airbnb
DETAILS
Airbnb has an offering of over 1,000,000 homes globally with an accommodation-sharing model that relies on strangers trusting each other. And while that is a feat in itself, the world weíre competing within had changed since Airbnb first came to market. Aggressive travel and accommodation options had intensified the market in Asia with more noise and clutter, reinforcing the conventional travel of packed tourist destinations and flashing cameras that Airbnb fights against. And while the previous campaign for the brand increased awareness, few Asians still really understood what the inherent value of an Airbnb experience was. We needed to motivate people by the unique travel experience that Airbnb offers: the experience of travelling deeper ñ beyond the superficial facets of a city to gain a deeper understanding of local experiences. The challenge was to create a story of a truly authentic Airbnb experience. To captivate audiences so that they would journey with the brand, and be immersed in a narrative that could demonstrate what makes Airbnb different. We wanted people to not just know about Airbnb, but understand what travelling with Airbnb actually means. A magical experience was created through film and brought to life with an animated world built entirely in a handcrafted zoetrope. It told a story through the eyes of a woman, travelling away from the typical tourist attractions with suggestions of her local host, to discover a different and magical side to her destination.
CAMPAIGN
Cat Street View
AGENCY
I&S BBDO
CLIENT
Hiroshima Prefecture
BRAND
Onomichi-city
DETAILS
The number of visitors to Onomichi: Town located at the east of Hiroshima prefecture has stalled recently, despite a continuous increase in the number of visitors to the prefecture for 4 years.
 
Onomichi wanted to bring the number of visitors up again. And it has to be done within the limited budget. Decrease in visitors was caused because Onomichi is beautiful town but it did not have a thing that differentiates itself from other towns, while Hiroshima prefecture has two world heritage sites. …Actually, there was one thing that differentiates Onomichi from other towns: Street cats. People living in Onomichi had been having an issue with the increase number of street cats.  But instead of seeing this as problem, we turn it to be a new tourist attraction. 

The “Cat Street View”: The Digital map like google street view is the service that introduces Onomichi from the perspective of cats. Users can explore the town as if they become cat. It introduces Onomichi’s charm from cat’s eyes, through a narrow array or sometimes even from under a car. 

After the launch, it was broadcast by 409 media* outlets in Japan and abroad over a period of six months. This would have equated to an advertising cost of more than $8.0million**. As a result, the number of visitors to Onomichi rose 28%*** compared with the previous year.

*&**; PR company counted and estimated (VECTOR)
*** Data from Onomichi ropeway; “The number of tourists in representative spots and facilities” surveyed by Hiroshima prefecture (period ; 2015.9-2015.10)
CAMPAIGN
Half A Dish
AGENCY
Mccann & Spencer
CLIENT
Cafe de Coral Fast Food
BRAND
Cafe de Coral
DETAILS
Hong Kong (HK) is a matured fast food market. Although CafÈ de Coral (CDC) is the largest local fast food brand, it is still facing tremendous pressure from international chains which bombard the market with year-round advertising & price-cut promotions. Therefore, CDC focuses on content innovation as the blade to cut through the aggressive competition. The ìHalf-a-Dishî creative idea went beyond standard communications ñ it sprang from product development, food presentation, creative executions, to media buy. The beauty was engaging the mass with minimal changes to restaurantsí and usersí routines. The punchy creative idea earned significant chunk of free exposure to boost up the ROI of media investment. The mass engagement brought in donations that were good enough to feed 10,000 needed children for a whole year, and also a continuous up-trend in CDCís brand equities performance to surpass its competition.
CAMPAIGN
KFC - Beyond Number One
AGENCY
Mindshare
CLIENT
Yum!
BRAND
KFC
DETAILS
~ Confidential ~
CAMPAIGN
Scoot Matrix
AGENCY
Publicis
CLIENT
Scoot
BRAND
Scoot
DETAILS
~ Confidential ~
CAMPAIGN
Together for a lifetime
AGENCY
BBDO and Proximity
CLIENT
Platinum Guild International
BRAND
Platinum
DETAILS
The institution of marriage in China has never been more fragile. For every four marriages that took place in 2015, there was one divorce. With divorce rates soaring to new highs, young couples’ faith in marriage reached new lows.  It is no wonder that the appeal of marriage is weakening; the number of couples getting married has been declining 3% year-on-year since 2014 (Source: China Civil Affairs Bureau, Statistica.com).
 
So, while other bridal jewelry communications typically portray fairy-tale scenes of everlasting romance, the “Together for a Lifetime” campaign from The Platinum Guild found new relevance among young marriage skeptics by explicitly highlighting the inconvenient truth about marriage – that there will always be problems in a relationship (e.g. a spouse losing one’s youth/beauty, every day quarrels, etc.), and that couples need to work really hard to keep the relationship strong FOR A LIFETIME.
The campaign moved the hearts of millions. It also moved their wallets – increasing purchase intent from 76% to 91%, and pushing up sales of Platinum bridal jewelry by 8% in a market that declined by -4% (Source: PGI 2015 Retail Barometer).
 
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