Date: 23 November, 2015
On summer nights air-conditioning can be a problem. Faced
with the dilemma - leave it on all night and catch a cold, or turn it off and
the unbearable heat keeps you awake. Midea Air-conditioner has the solution
with the launch of its new product 'Comfort Star'.
Comfort Star uses newly invented windless technology
and1,096 venting baffle sheets to minimise the wind power. This is an
air-conditioner with a human touch and its TVC developed by DDB Shanghai is also
crafted with a healing approach.
The spot opens with an interesting twist. A young
couple and their daughter resort to sleeping under the bed to evade the strong
wind from their air-conditioner, until the windless Comfort Star comes to the rescue.
Empathising with parents, the TVC closes with a touching scene of the young
daughter, who sweetly sleeping lies her foot on her father's face.
Twelve Tang, Vice President of DDB China Group said,
"Most advertisements for Chinese domestic appliances emphasise their high
technology element. However, no matter how high-tech they are, if they cannot
touch consumer's hearts, they are futile and worthless. We believe only
storytelling with a human touch can win over the audience."
Su Rong, Marketing Director of Midea Air-conditioner
believes Comfort Star is not only a cold machine, but a warm and caring product,
He added, "The healing angle that DDB adopted for Comfort Star TVC has
disrupted conventional air-conditioner advertising. The video has been a huge success
after being released on online media. It proved that the healing approach works
for audience and consumers."
Brand: Midea Air-conditioner
Creative Director: Don Huang, Johnson Zhang
Copywriter: Don Huang, Lola Chen
Art Director: Johnson Zhang, Dylan Huang
Producer: Cherry Wang
Planner: Denise Tang
Account Service: Twelve Tong, Effy Shao
Production: TERRYJIN PRODUCTION LTD.
Film Director: Phillippe
The link of TVC:
Date: 19 November, 2015
DDB Shanghai has launched
an advertising campaign for Alibaba's Alipay to promote its safety and international
image and to strengthen users' confidence in e-commerce and online transactions.
Over past few
years, Alipay has made significant investments in innovation to make its security
system seamless. But how to enhance consumers' trust towards the brand?
Instead of solely emphasising its strength in technology and safety, DDB's creative solution evolved from the concept of Alipay's security and human insights. The campaign focuses on the theme 'Safety Leads Curiosity to A Better World', Alipay's mission and the core values of the advertising campaign.
To deliver the
message of the campaign, DDB worked with an international crew made up of
Chinese and western cast. The TVC was shot overseas and captures two western
adventurers exploring in the wild. The internationally crafted TVC is in
alignment with Alipay's ambition to become a global player.
idea resonated well with the client from the word go. The video is now on all
the prominent online TV channels. Reviews and impressions are also mounting up
on various social media platforms," said Twelve Tang, Vice President of DDB
The Alipay safety campaign
is a milestone for Alibaba at a time when they are expanding into the
international market. The TVC is also a successful example of promoting a Chinese
local brand on an international level.Adams Fan,
Executive Creative Director at DDB Shanghai said, "Topics concerning human
nature are magnificent and significant. Talking about safety from a human and
philosophical perspective, manifests Alipay's vision and mission, and aligns
with DDB's 'People First' culture. It is not just an advert, but the output of social
culture and values, something we all share and look up to."
The link of TVC:
近几年来，支付宝在安全保障上投入了大量的人力和物力， 使其在安全性上已经无懈可击， 但如何增强消费者对品牌的安全感呢？支付宝找到 DDB上海团队，希望帮其树立"安全"的品牌形象，树立人们对无纸化和无卡化交易安全感的信心。
DDB 认为与其强调其科技安全系数不如去争取价值观共鸣，用回归人性最根本的洞察增加安全感，提升品牌的思想高度， 赋予"安全"更多的正能量和品牌价值。广告片宣扬"保障安全，让好奇心走得更远"的主题，这正是支付宝的使命所在，也是贯穿本次广告战役的精神内核。
From 1 July this year, a new foreign face appeared in the DDB Shanghai office. Although he doesn't speak much Chinese, he attends team meetings with his Tribal Worldwide colleagues, discusses creative design and digital marketing, and is working to develop creative business solutions for Skittles, Hennessy and World of Warcraft. He is Marc Kaufholz, Senior Designer from the DDB Berlin office.
Marc arrived in Shanghai as a DDB exchange employee thanks to the creation of the China Desk, an internal exchange program launched by DDB China Group. With a huge communications network encompassing more than 200 offices in 90+ countries worldwide, the China Desk aims to promote an exchange of creative talent and establish friendships that know no borders.
The conditions are pretty simple. Applicants should be nice, talented, passionate and have been with DDB for over three years. Once the applicant is approved, DDB covers travel expenses, assists with the visa application and arranges a new desk in Shanghai. At the same time, a DDB employee from China will substitute the applicant in his/ her home country.
Having worked at DDB Berlin for over five years now, Marc is excited about being able to work and travel at the same time. "This is a chance everybody dreams about! I love the DDB Shanghai office. It's very spacious and much better decorated than the one in Berlin. Here they have a spacious kitchen, open-air patio and a pool table. We don't have that back in Berlin. DDB also arranged an apartment for me, which is only ten minutes walk from the office, so I don't have problems with commuting. I love Chinese food, especially dumplings, Beijing duck and dim sum. Those are my favorites!"
While Marc enjoys his 'exchange' life in Shanghai, his Chinese counterpart, Wu Jing, Associate Creative Director from the DDB Shanghai office, is getting a taste of German culture over at the DDB Berlin office. Over the exchange period, Wu Jing will learn more about the German market and branding strategies, and will also have a chance to exchange knowledge and the latest "know-how" with his German colleagues.
Because of our core values of humanity and creativity, it is DDB's commitment to provide employees with valuable and eye-opening experiences. Marc Kaufholz and Wu Jing are two DDB ambassadors who proudly carry the mission of cultural exchange and knowledge sharing between DDB offices. Do you want to be the next one?
Date： July 6, 2015
At the beginning of July, DDB China Group has officially kicked off Future Bernbachs Internship at Beijing, Shanghai and Guangzhou offices. For the next three months interns will join DDB Creative, Planning and Account teams, and work live projects. The internship at DDB is an entrance ticket to the industry and only the best will be offered full-time jobs.
Future Bernbachs is not a typical internship one can imagine. It is designed to bridge the gap between academic theories and hands-on practice, helping young talents to unleash their potential. Interns will work in teams, tackle different problems and participate in co-creation. They will have weekly "Sparks" sessions where they will listen to DDB veterans sharing their knowledge. All interns will be actively involved in agency's routine development.
The Internship Program at DDB is named after its legendary founder Bill Bernbach, who strongly believed creativity is the most powerful force in business and fueled the Creative Revolution since 1960's. His low-key campaigns infused with cheeky, self-deprecating humor shaped the hardcore of modern advertising. Under his creative leadership and working philosophy, DDB grew into a giant in the advertising industry. Today DDB's business model and corporate culture still reflects Bernbach's philosophy on humanity and creativity.
Joe is a young boy from Wuhan, Hubei Province, now enrolled as an intern at DDB Shanghai office. "When I came to DDB office for the interview, I realized that I want to be a part of this organization. The office is very cozy and the atmosphere is upbeat. But what really impressed me is the people here," says Joe, "People here are respectable talents in the advertising industry, and also with great personality. I am very proud to be here because I know this opportunity is given to just a few."
"Our interns should get ready for the toughest three months in forthcoming weeks. We will get them out of their comfort zone. They will learn how to break through boundaries and think out of the box," says Jimmy Lam, Vice Chairman & Chief Creative Officer of DDB China Group, who was the one initiated the program in China, "Future Bernbachs is like a fresh injection for the whole agency, and very soon we will come up with sparks and ideas, brainstorm on heated topics - we are all very excited."
Since 2013, DDB launches Future Bernbachs internship program every year, to celebrate Bill Bernbach's legacy and pay respect to one of the giants in the advertising world. More importantly, this is how DDB showcases its commitment and efforts in educating Chinese young talents through knowledge sharing and best practice.
Future Bernbachs实习生计划是以DDB创始人之一Bill Bernbach的名字命名。作为广告界的传奇人物，Bernbach在上个世纪的60年代发起的广告业革命为现代广告奠定了坚实的基础。他深信创意是推动商业发展的力量，广泛地在广告中运用他的招牌式的自嘲与幽默，今天在DDB的广告创意和业务模式中仍可见这个广告狂人智慧的光芒。
"我们的实习生们在接下来的三个月里会面对很多挑战，我们会让他们跳出传统的思维，冲破界限，激发他们的创意，" DDB中国首席创意官林俊明是 Future Bernbachs项目在中国的发起人之一， 他对这些实习生们充满期望，"创意以人为核心是DDB一直所坚持和主张的理念，希望通过这个项目能激发更多年轻人的创意潜能，发现和挖掘更多未来的'Bernbach' 。"
Date： July 21st , 2015
DDB China Group announces the appointment of Mr. Ng Tian It as its new Chief Creative Officer for the Beijing office. As a new CCO, Tian It will direct the company's creative output.
"How can one resist when three true gentlemen in our business - Richard, Jimmy and Bernbach came calling? It was really hard to say no. DDB is known for attracting people with big ideas and those, who think out of the box and I am thrilled to be a part of such dynamic team." says Tian It. "In the transformation age, when human values are sometimes neglected, I'm proud to support DDB's core values of creativity and humanity."
DDB PRIDE OF CANNES: BOTTOMS-UP BOTTLES - TURNING BEER DRINKING UPSIDE-DOWN.
Tsingtao beer is the number one beer in Mainland China. This year DDB China Group created a new brand campaign called "Better Together" as a part of Tsingtao Cheers Bar event. "Bottoms-up Bottles" were introduced at the launch of the event and immediately became the hottest collectable item for beer lovers in China.
Several marketing surveys reveal that when Chinese people drink, they like to go "GAN BEI!" which literally means "Bottoms Up!"; however, the traditional beer bottle's neck is too thin, hole is too small and beer comes out too slow, so it is difficult to really go "Bottoms Up". DDB Group Shanghai came up with the innovative idea - to turn the beer bottle upside down. That is how the world's first "Bottoms-up Bottle" was created.
Tim Cheng, Chief Creative Officer of DDB Group Shanghai commented, "Who says the beer bottle has to be with a narrow neck and a small rim? With Tsingtao, we have turned people's traditional impression of bottle beers upside-down, literally."
The new Tsingtao beer bottle has a big rim and a wide neck. It is created to encourage people to celebrate with friends drinking their favourite beer. So now when they cheer, they can always go "GAM BEI"!
Check out the video link:
Tsingtao Brewery Co., Ltd.
Chief Executive Officer : Richard Tan 陈仲翰
Vice-Chairman : Jimmy Lam林俊明
Chief Creative Officer/ Creative Director/ Copywriter : Tim Cheng 郑天宇
Managing Director : Ng Jit Hoong伍一菘
Business Director: Jason Wu 吴世杰
Creative Director/ Copywriter: Li Zheng 李征
Creative Director/ Art Director : Wang Zongliang 王宗亮
Copywriter: Shu Teoh 张淑文
Art Director: Nancy Chen 陈斐
Art Director: Jacky Jiang 姜霞飞
Designer: Mickey Wang王晓明
Designer: Yu Yunhao 虞云皓
Producer : Ivan Zee徐家荣
Producer : Cherry Wang 汪士晨
Production: Chen Shaobai 陈少白
CINEIMAGE DIGITAL POST PRODUCTION
Date: 12 June 2015
Volkswagen Brand China and DDB China Group have created a pilot program aimed to help school children in China to have cleaner air in their classrooms. The "Clean Air In A Box" initiative was launched to educate school students about air quality, and to help them make their own low-cost air purifiers out of a small electric fan, a carton box and a genuine Volkswagen cabin air filter.
Hazardous air pollution levels in China can cause major respiratory diseases. While some people are buying expensive air purifiers, others simply cannot afford them. Volkswagen, committed to reduce carbon emissions through its technology, together with DDB travelled to schools to teach students about how to reduce air pollution and also provide them with DIY kits to demonstrate how they can build affordable air purifiers for their classrooms.
"A lot of people think an air purifier is a luxury," says Tim Cheng, Chief Creative Officer, "but we want to prove the opposite. You see, every car has a cabin filter, which is very similar to those in air purifiers. Our DIY kits showed kids if they attach the VW filter to the fan in the carton box frame, they would get a real air purifier -- similar to those sold in shops. And more importantly they are breathing cleaner air in classrooms everyday."
Volkswagen will continue to roll out the "Clean Air In A Box" initiative to schools across China.
View the work
Chief Executive Officer : Richard Tan
Vice-Chairman : Jimmy Lam
Chief Creative Officer/ Creative Director/ Copywriter : Tim Cheng
Managing Director : Ng Jit Hoong
Creative Director/ Art Director: Steven Cheng
Copywriter: Shu Teoh
Art Director: Johnson Zhang
Producer: Ivan Zee
Producer: Cherry Wang
Production: Chen Shaobai
Narrator: Mimi Cheng
A NEW LIFE FILMS
Director: Nelson Cho
大众汽车中国在今年发起了一个试点项目，旨在让中国学校的孩子们在教室里呼吸到更清新的空气。"清新空气小盒子（Clean Air In A Box）" 传播活动因此启动，通过提倡学生们关于空气质量， 指导他们如何通过一个小电风扇，一个纸盒和一个大众车载过滤器来制作出一台他们自己的、低成本的空气净化器。
"很多人认为空气净化器是种奢侈品，"DDB集团上海首席创意官郑天宇说，"我们要证明给大家看，这是个错误的观念。你知道，每辆车都有车载过滤器，它和空气净化器的工作原理非常相似。我们通过DIY的方式给孩子们做了现场演示，教他们将大众汽车过滤器装在纸盒包装的风扇上，这样他们就能得到 一台真的空气净化器 - 几乎和店里卖的一模一样。更重要的是，从此他们在教室里呼吸到的空气会比以前更加干净和清新。"
大众汽车将继续在中国各个学校推广"清新空气小盒子" (Clean Air in a Box)活动。
Chief Executive Officer :陈仲翰
Vice-Chairman : Jimmy Lam林俊明
Chief Creative Officer/ Creative Director/ Copywriter : 郑天宇
Managing Director :伍一菘
Creative Director/ Art Director: 郑国康
Art Director: 张淳
Narrator: Mimi Cheng
Production Company: 心生活
： June 9th, 2015 Location
Award-winning digital agency Tribal Worldwide Shanghai released a new viral video titled "Does Your Kid Deserve 10 Marks?" The video received lively reception from the public, triggered heated discussions on social media and generated a record-breaking "10,000" likes in just an hour after the launch. Viral video features real Chinese moms and their kids. It also highlights a tendency among Chinese moms to rate their children too low and always leave room for the improvement. The video campaign aims to remind Chinese mothers that every kid deserves "10 marks" recognition.
"Chinese moms are very proud of their kids, but they are sometimes critical when evaluating them," says Manoj Namboodiri, Business Development and Marketing Director, China Brands at Fonterra. "We wanted moms to praise their children more often, since every child deserves to be treated as a champion and get 10 marks. This campaign demonstrates our values as a brand and a greater value we provide in delivering premium quality milk to every Chinese family."
The video campaign is launched to support the promotion of Anchor Kid's Milk in Mainland China. Producing premium quality milk for children naturally sweetened and free from additives, Anchor targets Chinese mothers who are looking for top-quality dairy for their families.
Tribal Worldwide Shanghai is the creative agency behind the extensive integrated campaign. "Does Your Child Deserve 10 Marks?" video features Chinese moms who rank their kids by giving them "8" or even lower "7" marks. As the video unfolds, children are called upon to rank their moms on the same scale. Surprisingly to viewers, kids give their moms maximum scores. The video culminates at the moment when moms understand how much they undervalue their children, reinforcing Anchor's message that "every kid deserves 10 marks".
In just few weeks on Youku, Weibo, WeChat, Tudou and other social platforms video "Does Your Kid Deserve 10 Marks?" gathered more than 40 million views. Millions of Chinese moms commented, thousands shared with friends. "If I was to rate my girl, I would give her 8. She is smart and pretty, but not perfect - shy and quiet sometimes," says Fiona Zhou, one of the moms. "When I asked her to rate me...my baby gave me 10 marks. It brought tears to my eyes. Suddenly I felt guilty and ashamed. I think I should stop being that harsh on her."
Tribal Worldwide's campaign for Anchor became widely discussed by moms all over China making them realize that children deserve maximum appreciation.
"We hope Chinese moms will start praising their kids more and give them more encouragement. I believe we all need it sometimes - just to hear from your mom that you are the best," says Emen Chong, General Manager at Tribal Worldwide Shanghai. "With this video we made many Chinese moms remember one thing - their kid is just a kid. We truly believe we can touch hearts of moms all over China and bring more happiness to every family."
"Does Your Child Deserve 10 Marks?" digital campaign is a part of a bigger integrated campaign run by Anchor. Earlier this year Anchor introduced "10 Marks Kid's Milk" with 30-seconds TVC to a Chinese audience.
Client: Fonterra China
Agency: Tribal Worldwide Shanghai
Managing Director: JitHoong Ng
Chief Creative Officer: Tim Cheng
Creative Director: Zheng Li; Tony Hua; Bely Xu
Copywriter: Bely Xu; Zheng Li
Art Director: Xiaohui Li; Messi Mei; Tony Hua; Tim Cheng
Producer: Cherry Wang
Planner: Denise Tang; Jie Lu
Account Service: Mirabelle Ng; Jack Yu; Mika Zhang; Emma Du; Severine Liu; Johnson Lai
Production: MOTO PRODUCTION
Film Director: Zero Lin
这条充满人性洞察的短片出自于Tribal Worldwide上海，通过纪录片的呈现方式提醒各位父母，你的孩子，值得十分的肯定。紧扣着今年四月安佳进口儿童牛奶品牌上线时电视广告里提出的"10分"主题----你的孩子，值得10分品质的安佳牛奶；再借助母亲节和儿童节的热潮， 推出"你的孩子，值得10分" 的网络短片。
"经过许多调查我们发现，在中国，父母对孩子的期待很高，要求有时也很严苛 。他们很爱自己的孩子，但是却很少会给到孩子一个满分的评价。"Tribal Worldwide上海总经理张怡敏说道。"我们希望通过这条短片，提醒妈妈们，在你为孩子提供十分的营养和照顾时，也记得你的孩子值得十分的肯定和鼓励。"
安佳进口儿童牛奶于今年4月登陆中国。随着对其产品"新西兰原装进口" 、"不添加额外蔗糖"、 "维生素D+钙和益生元"等产品特点的宣传，安佳在品质上赢得众多中国妈妈们的信任。此次的网络视频，更进一步从情感上激起了中国妈妈们的共鸣，引起了他们和品牌的互动。
"中国妈妈们非常为自己的孩子骄傲，但是当评价孩子的时候却往往显的比较苛刻。" 恒天然中国品牌业务发展和市场总监Manoj Namboodiri说： "我们想让妈妈能够更多的夸奖她们的孩子，因为每个孩子都是值得被当成冠军对待，都值得一个十分的肯定。作为一个为中国家庭提供高品质儿童牛奶的品牌，这次的活动不仅展示了我们本身的产品价值，更加证明了恒天然品牌中所蕴藏的更深刻更宽广的人性价值。 "
创意代理: Tribal Worldwide 上海
创意总监: 李征; 华栋超; 徐鸣
文案: 徐鸣; 李征
美术指导： 李晓辉; 梅逸俊; 华栋超; 郑天宇
策划： 唐炜黎; 陆洁
客户服务: 吴文念; 俞晹; 张清逸; 杜娟; 刘冬琳; 赖金生
制作公司: MOTO PRODUCTION
导演: Zero Lin
I loved this love story to wordplay. The girl met boy story told through anagrams tapped into the joy of Scrabble beautifully. The quirkiness of the wordplay such as pairing 'cab driver' with 'crab diver' gave it a whimsical tone that was enhanced by the almost symmetrical framing style of the film. Magical.
我很喜欢这个爱情故事的双关语。通过字谜游戏和颠倒字母的方式描述了一对女孩和男孩的故事。狡猾的文字游戏像将'cab driver' 和 'crab diver'配对，加上反复的音调给予整条片子非常匀称的框架结构。
Sometimes we take technology, just like our ability to see, for granted. It was encouraging to see applied technology in a grassroots campaign to help those less fortunate in a practical way, and made a difference in their lives.
Such a brilliant idea, to filter out bad ads and replaced them with great ones, this filter should be pre-installed on all web browsers. I'll talk to our IT guys tomorrow to make this plug-in part of our default installation on the office computers.
Alzheimer's Society: Fade - Daughter
A very powerful and thought provoking piece of typographic work, which really made me think about the lives of Alzheimer's suffers and their family. Not an easy ad to forget.