Title | PUZZLE FILM |
Brand | MAXIM'S CATERER |
Product / Service | BAKERY |
Entrant | McCANN WORLDGROUP Hong Kong, HONG KONG |
Entrant Company: | McCANN WORLDGROUP Hong Kong, HONG KONG |
Advertising Agency: | McCANN WORLDGROUP Hong Kong, HONG KONG |
Credits |
Name | Company | Position |
---|---|---|
Spencer Wong | McCann Worldgroup (Hong Kong) | Executive Creative Director |
Danny Chan | McCann Worldgroup (Hong Kong) | Creative Director |
Timothy Chan, Chan Man Chung | McCann Worldgroup (Hong Kong) | Art Director |
Jeannie Lee | McCann Worldgroup (Hong Kong) | Agency Producer |
Nancy Yau, Elffi Li, Kelvin Au | McCann Worldgroup (Hong Kong) | Account Service |
Chan Man Chung | The Film Factory Limited | Director |
May Tang | The Film Factory Limited | Production House Producer |
Chan Kwong Wing | Click Music | |
Holly Ho | Editor | |
Andres Lee | Music Producer |
Maxim’s Cake Shop wants people to remember its Snowy Mooncake and the slogan. Since every Chinese character has many meanings, we created 30 versions of 5s short films to tell the stories behind each character in our slogan. Not only did we air the film on TV, we created an online film puzzle, where we placed the films online for users to find and come up with their own version and uses of the character films. A truly integrated campaign that really lets users take an active part in the integration.
Brand-liking up 80% Brand awareness up 80% No.1 selling mooncake VS 30 competitors
Two weeks before the campaign launch, we invited the public to join an online film puzzle. We scattered our short films across different online media, on Facebook, youtube, forums, blogs and other places for people to find. Then we invited them to combine and integrate the films as messages to their friends; as entries for their online journals; and as anything else they can think of! Then, we launched our TVCs in our own combinations to promote the slogan.