| Title | MY THINKING DNA |
| Brand | NETEASE |
| Product / Service | NETEASE NEWS PORTAL |
| Category | D01. Integrated Digital Campaign |
| Entrant | PROXIMITY CHINA Shanghai, CHINA |
| Entrant Company | PROXIMITY CHINA Shanghai, CHINA |
| Advertising Agency | PROXIMITY CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Yun Jie Ye | Bbdo Proximity Shanghai | Web Developer |
| Gorden Xie | Bbdo Proximity Shanghai | Project/Tech Director |
| Ray Qian | Bbdo Proximity Shanghai | Art Director |
| Mao Chong | Bbdo Proximity Shanghai | Sr. Copy Writer |
| Ben Gao | Bbdo Proximity Shanghai | Digital Planner |
| Leon Liu | Bbdo Shanghai | Planner |
| Leslie Le | Bbdo Proximity Shanghai | Account Executive |
| Luna Wan | Bbdo Proximity Shanghai | Account Director |
| Crystal Lin | Bbdo Proximity Shanghai | Group Account Director |
| Sharlene Wu | Bbdo Proximity Shanghai | General Manager |
As a leading news portal in China, NetEase was losing attractions to young people. Aiming to engage them to choose NetEase as "My brand", our idea "My thinking DNA" helps young people to identify and express his/her unique way of thinking basing on the news attitude. We create an online testing game, where by commenting on the latest news, user can express his/her thinking DNA by an amazing personalized illustration, then share to social platform or print on T-shirts. On-ground event, prints, celebrity/KOLs help to explode the conversation. 50,000+ illustrations were created in the 1st week. And it’s still boosting.