Bronze
CAMPAIGN
A Different Paris
AGENCY
TBWAGroup
CLIENT
Airbnb
BRAND
Airbnb
DETAILS
Airbnb offers 1,000,000 homes globally with an online accommodation-sharing platform that relies on strangers trusting each other. While that is a feat in itself, 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. While the previous campaign for the brand increased awareness, few Asians 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 – 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
Dove Silky Smooth ASMR
AGENCY
BBDO and Proximity
CLIENT
Mars Food
BRAND
Dove
DETAILS
This is the story about how Dove managed to revive interest for its “silky smooth”  chocolate, providing a new way to experience the pleasure the product delivers, directly through brand content. For the first time ever, a brand has used ASMR (Autonomous Sensory Meridian Response), to re-create the feeling of “silky smooth” chocolate pleasure, through a combination of audio-visual sensorial triggers other than taste. An innovative digital experience that enabled viewers to taste the pleasure of Dove chocolate directly through their screens. With this campaign, Dove finally got back into the conversation with 867 million online impressions* and 2,756,657 interactions*, while seeing a 2.3 points increase in market share** and a 55% increase in Dove flagship online store sales***.
 
*Source: Internal Media Tracking Report
**Source: Nielsen September 2015
***Source: Internal e-Commerce Accounts Offtake Report
CAMPAIGN
Making Confidence Real for Men, Virtually
AGENCY
BBDO and Proximity
CLIENT
Procter & Gamble
BRAND
Gillette
RESULT
Credits to

BBDO and Proximity China
Sharon Ho / Client Service Director
Emily Ai / Account Manager
Awoo Lai / CCO
Nicole Ma / ECP
Santi Yan / Creative Director
Tree Wu / Art Director
Paper Li / Copywriter
Biloker Ji / Designer
Linda Bao / Producer
Hans LopezVito / Chief Strategy Officer

Mediacom China
Jake Joss / Planning Director
Vincent Pan / Planning Manager
Sophie Yi / Planner 

@comm
Jef Ji / Partner and VP
Windy Zhu / Account Director
Yommi Song / Consultant
Diamond Liu / Senior Account Execution
DETAILS
In China, most men shave using an electric razor.
 
To get them to use Gillette, we wanted to let Chinese men experience what it’s like to be confident and desirable to women. But, instead of merely showing them the experience, Gillette enabled them to live it - VIRTUALLY.
 
By launching China’s first ever virtual-reality mini-movie (which e-commerce shoppers can enjoy by buying a special pack of Gillette bundled with a pair of Google Cardboard VR goggles), we sold more Gillette shavers on-line than ever before on Single’s Day – China’s most popular e-commerce sales event (or any other day for that matter).
 
• During this event, Gillette sold 1,000 shavers per minute.* 
• In less than eight (8) hours, all Gillette special packs were sold-out on all e-commerce platforms.*
• In fact, we doubled sales vs. the same period last year (and grew almost 2x faster than all other products sold during Single’s Day).**
 
 
We achieved this by letting Chinese men experience the reality of shaving with Gillette, VIRTUALLY.
 
Source: *P&G, **Alibaba/Tmall
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