| Title | MUTESIC |
| Brand | NOISEY, VICE (CHINA) |
| Product / Service | MOBILE PHONE ADD-ON |
| Category | A09. Use of Mobile Devices |
| Entrant | SAATCHI & SAATCHI CHINA Shanghai, CHINA |
| 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 | Worldwide Director Digital/Social |
| 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/Zhao Yi | Saatchi/Saatchi Shanghai | Interactive Art Director |
| Welsley Woo/Cai Xin | 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 |
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.
The idea of creating mobile phone add-on that works on any music player that benefits the youths, keeping them safe from accidents while enjoying their music wherever they go. This is an impeccable user experience that most consumers have shared with friends and even have media are reporting on it. MUTESIC: It automatically syncs with your current location using GPS to detect critical areas and lowers the music volume when you approach busy road intersections. MUTESIC is widely accessible so music lovers can be downloaded on major APP (ZhuShou 360) portal. Hence it reaches out to greater user base who helps spread the words on various major media like Douban, Weibo & Youku etc. without any media expenditure. The APP is so well received that it is a promoting media itself. MUTESIC is currently only available in China and expected to expand globally.
Vice is a global media and entertainment brand that provides high quality contents including news, music, and fashion, to youths from 18-34 years old. However Vice is still a new brand in China. To recruit and engage this desirable and hard to reach demographic, Vice decided to connect with them through NOISEY (a 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. An astonishing fact caught our attention. Since 2011, traffic accidents have increased by 300% in China because people wearing headphones drown out ambient warning sounds. Our creative solution is to build relevance by creating something that really benefits Chinese youth, allowing them to enjoy music on any player and yet helps keep them safe and aware while on the road.