Product / ServiceMOBILE PHONE ADD-ON
CategoryA08. Digital Design
Entrant Company SAATCHI & SAATCHI CHINA Shanghai, CHINA
Advertising Agency SAATCHI & SAATCHI CHINA Shanghai, CHINA
Media Agency VICE Beijing, CHINA
Production Company VISION MAX PRODUCTION Shanghai, CHINA


Name Company Position
Tom Eslinger Saatchi/Saatchi Chief Creative Officer
Fan Ng Saatchi/Saatchi Shanghai Chief Creative Officer
Jonathan Ip Saatchi/Saatchi Shanghai Digital Executive Creative Director
Kat Tan Saatchi/Saatchi Shanghai Creative Director
Kat Tan/Jonathan Ip/Fan Ng/Yao Hua Peng Saatchi/Saatchi Shanghai Art Director
Jun Tong/Serene Loong/Dai Zong Wang Saatchi/Saatchi Shanghai Copywriter
Jonathan Ip/Kat Tan/Yi Zhao Saatchi/Saatchi Shanghai Interactive Art Director
Welsley Woo/Xing Cai Saatchi/Saatchi Shanghai Designer
Zhao Yi/Siniša Spasojević Technical Creative
Zoran Gojković Fenix Developer
Sissy Yang/Ran Yin Saatchi/Saatchi Shanghai Producer
Lily Jin Saatchi/Saatchi Shanghai Creative Service Director
Paul Lin/Gary Yip/Mei Ling Loo Saatchi/Saatchi Shanghai Account Supervisor
Sharon Chen/Camden Hauge Saatchi/Saatchi Shanghai Planner
James Cai/Keno Zhao Director/Production
Tao Yang Producer/Production
Keno Zhao Edelweiss Production Photographer
Meiling Retoucher
Caryn Zhu Producer Production
Calvin Shi/Lesley Qui/Steve Xue/Paul Wang/Ali Zhang/Jok Jiang/I Do Post Producti Other Credits

Brief Explanation

The challenge is how to stand out in the clutter (with many brands on Music) and fight for the share of attention among 18-34 years old, the better connected and informed, more influential and more media picky crowd. The key objective is to increase brand awareness.

The Brief

Vice is a global media and entertainment brand that provides high quality contents including news, music, and fashion, to youths from 18-34 year olds. Though Vice was launched a year ago in China, its awareness is still low with less than 5% among its target. To recruit and engage this desirable and hard to reach demographic, Vice decided to connect with them through NOISEY (music channel by Vice) to talk to the youth on what they’re most passionate about and be part of their life - via Music, which is also the most exploited subject by youth brands globally and locally.

How the final design was conceived

Since 2011, traffic accidents have increased by 300% in China because people wearing headphones drown out ambient warning sounds. Our solution is to build relevance by creating a simple tool that really benefits Chinese youth: MUTESIC: We designed a mobile phone add-on that lets you enjoy your music on any player, keeping you safe and aware while on the road. It automatically syncs with your current location using GPS to detect critical areas and lowers the music volume when approaching busy road intersections. “MUTESIC” can be downloaded on major APP (ZhuShou 360) portal (currently only available in China and expected to expand globally).

Indication of how successful the outcome was in the market

In less than 30 days: - Over 3.8 Million Media Impressions - 55,988 Shares on Social Media - Over 10,000 Downloads - Over 100 Pieces of Media Coverage But the most important thing is music lovers in China can now lower their risk at busy roads.