Title | ABO FILM |
Brand | SOHO CHINA |
Product / Service | GALAXY SOHO |
Category | B02. Other Screens |
Entrant | OGILVY & MATHER SHANGHAI, CHINA |
Entrant Company | OGILVY & MATHER SHANGHAI, CHINA |
Advertising Agency | OGILVY & MATHER SHANGHAI, CHINA |
Production Company | POINTBLANK London, UNITED KINGDOM |
Name | Position |
---|---|
Graham Fink | Chief Creative Officer |
Francis Wee/Dirk Eschenbacher | Executive Creative Director |
Martin Latham/Kweichee Lam/Thomas Zhu/Rocky Hao/Elaine Jin | Copywriter |
Fiona Chen/Stephen Zhong | Art Director |
Anthony Lee | Agency Producer |
Larry Jin | Account Manager |
Soho China is one of the country's largest real estate developers. We were asked to use the launch of their latest building, the Soho Galaxy, to raise awareness of China's growing copycat culture. To do this we introduced the world to ABO. ABO is a Chinese astronaut and the world's first monkey in space. With our help, ABO returned to earth. He landed on Beijing's most original building,the space-age looking Soho Galary. ABO was not afraid to share his views on the copycat issue, provoking the nation to talk about the growing cultural issue.