Multicultural & Lifestyle Segments
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.
Seen as a premium yet distant foreign brand, Apple wanted to build deep emotional connection with Chinese consumers in a distinct and meaningful way at CNY. To establish the brand’s human values behind the innovative technology, we celebrated precious family reunion moments through the film “Three Minutes” shot entirely on iPhone X. The film reached 138 million views during the holidays and made headlines as “setting a new standard for advertising.”
Brand: Apple Inc.
Client: Apple Inc.
Agency: Media Arts Lab
Intel Robot Hand X Shadow Play Experience
We invited Master Qin Ligang, the Chinese famous shadow play artist, to let the robot hand “Eagle Shoal” driven by the AI perform shadow play together on the stage of My Future, the first technology variety show by HNTV. We also filmed a documentary and published it online, followed by press releases and KOL social posts. Via this campaign which is full of novelty and entertainment, we bring public attention back to shadow play and seek more possibilities for inheriting and protecting traditional culture. Meanwhile, we change the public's Intel brand perception as the chip manufacturer, it's also the AI technology leading brand with social responsibility.
Client: Intel China
Agency: Innokids Communications Limited
All Strong Hair Is Beautiful: How Pantene Built Brand Love & Credibility with African American Women
To grow brands often need to reach out to new audience segments with whom your brand has zero credibility. But new audiences know how to sniff out a brand that’s trying to exploit them vs. truly cater to them. This is the story of how Pantene, a massive CPG brand identified the female African American segment as a growth opportunity, took the time to truly understand them, and earned trust by creating emotional value, driving earned media coverage, positive sentiment and, ultimately, incremental growth – despite limited distribution.
Client: Procter & Gamble
Agency: Grey New York