Multicultural

Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.   
 

2019 BRONZE

From Dome to Scarf

A scarf personalized for anyone.Inspired by the cave domes of the Mogao Caves, previously hidden in the dark.Her beauty has been ignored.What can be done for people to discover? And experience?
Mogao Caves, created a digital social gallery .Over 200 cave dome graphics reassembled into customizable components.For everyone to wield their design creativity .The possibilities are endless with infinite combinations,Easy and foolproof!
Using your fingers to design, click, purchase. Done!And wait for the one and only Scarf delivered to you.The social platform has attracted designers, photographers, models, and even media outlets.
Currently, the designs for Scarf of Dome have surpassed 200K combinations, And more are being added continually to the digital gallery

 

Brand: Dunhuang
Client: Dunhuang Academy
Agency: Tencent
Language: Mandarin

2019 BRONZE

FAW-VW T-Roc: Step into Stories

FAW-VW T-ROC launched in the summer of 2018, targeting at young generation and featuring 4 MOTION all-wheel drive. For eighty years since the emergence of SUV, where could people venture except for driving over mountains and coasts？ Research indicated that young people preferred to escape from pressure by devoting to habits, shows and books. T-ROC “Step into Stories” campaign took people to the classic scenes of stories. Collaborating with Mafengwo, we opened the route towards shooting sites and story origins for people to experience. Cooperating with Kindle, we secured popular IP copyright at ultra-low cost. The advertising targeted to forums, series fans and other circles. On the launch day, the number of test-drive online booking exceeded forecast, contributing to sales conversion. T-ROC realized both communication and sales boost. Surpassed beyond the competitor brand who talked big stories, T-ROC accompanied people to go beyond the common, and step into stories.

Brand: FAW-VW T-ROC
Client: FAW-VOLKSWAGEN AUTOMOTIVE Co., LTD.
Agency: Hylink Beijing
Language: Mandarin

2019 BRONZE

Sorry Not Sorry

Nike’s fearless “Just Do It” spirit is a little out of place in Taiwanese society, which values good manners and humility. We wanted to peel back the excessively polite surface of the Taiwanese and release the fierce nature in their hearts that makes them want to Just Do It. Advantageously timing the campaign with the Asian Games, we had athletes stand up for the idea of “Sorry, Not Sorry,” which resonated powerfully with Taiwanese society. The visuals showing athletes speaking politely while forcefully defeating their competition caused a commotion throughout Taiwan. The film outperformed the main competitor’s work by 230%, triggering a passionate response on social media. #SorryNotSorry became a popular meme among all the people.

Brand: Nike
Client: BRS Nike Taiwan Inc.
Agency: Ogilvy Taiwan
Language: Mandarin

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”