| Title | KNORR 321 RECIPE APPLICATION |
| Brand | UNILEVER |
| Product / Service | KNORR |
| Category | D01. Integrated Digital Campaign |
| Entrant | AKQA Shanghai, CHINA |
| Entrant Company: | AKQA Shanghai, CHINA |
| Advertising/Web Design Agency: | AKQA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Johan Vakidis | Akqa Shanghai | Executive Creative Director |
| Kelly Woh | Akqa Shanghai | Creative Director |
| Kelly Woh/Veiray Zhang | Akqa Shanghai | Art Director |
| Veiray Zhang | Akqa Shanghai | Designer |
| Double Du | Akqa Shanghai | Copywriter |
| Joe Cai | Akqa Shanghai | Product Manager |
| Roy Zhang | Akqa Shanghai | Producer |
| Kim Jerbo | Akqa Shanghai | Motion Graphics Designer |
| Veiray Zhang | Akqa Shanghai | Illustrator |
| Yun Chen | Akqa Shanghai | Project Manager |
| Jack Gao/Melinda Po | Akqa Shanghai | Account Servicing |
Based on the insight that young mothers in China often search the internet for solutions to their children's nutritional needs, KNORR launched the KNORR 321 Recipe Application. A web application that shows up directly in Baidu.com (China's google), the application offered mothers direct solutions contextually based on their searches, all in one easy to use and trustworthy location. Promoted through a series of web films showing a child trying to solve his own problems with the help of 2 imaginary characters,this media innovation reached over 10 million users, with over 20 million views for the web films.