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NO JAM CHALLENGE – THE GUITAR(MAKING OF)

TitleNO JAM CHALLENGE – THE GUITAR(MAKING OF)
BrandDOUBLE A
Product / ServicePAPER
CategoryA01. Fiction: series or film
EntrantJ. WALTER THOMPSON Shanghai, CHINA
Entrant Company J. WALTER THOMPSON Shanghai, CHINA
Contributing Company J. WALTER THOMPSON Shanghai, CHINA
Production Company SHANGHAI KUI YOU ADVERTISING, CHINA

Credits

Name Company Position
Norman Tan J. Walter Thompson Regional ECD
Bill Chan J. Walter Thompson CCO
Chao Zhang J. Walter Thompson CD
Salome Zhang J. Walter Thompson CD
Chao Zhang J. Walter Thompson AD
Jeff Zhang J. Walter Thompson CW
Selwyn Low J. Walter Thompson CW
Niuniu Niu J. Walter Thompson Designer
Caffrey Pan J. Walter Thompson Designer
Yong Qiao Shanghai Kuiyou advertising CO. LTD Photographer
Chao Zhang J. Walter Thompson Illustrator
Niuniu Niu J. Walter Thompson Illustrator
Caffrey Pan J. Walter Thompson Illustrator
Jane Zhang J. Walter Thompson Producer
Phoebe Fan J. Walter Thompson Producer
Chao XU Shanghai Kuiyou advertising CO. LTD Director
LEE KAH GIAP Shanghai Kuiyou advertising CO. LTD DOP
Yong Qiao Shanghai Kuiyou advertising CO. LTD Photographer
Seven Chen Shanghai Kuiyou advertising CO. LTD Talent
Kasa LIANG Shanghai Kuiyou advertising CO. LTD Offline editor

The Campaign

First of all, We filmed a musician performing a melody on the guitar. Then we reproduced every frame of the video onto pieces of paper in running order. Finally we photocopied every piece onto Double A Quality Paper to create an animation that synchronises with the musician performing the same melody once more. Then we got the animation, and“Double A No Jam challenge” succeed.

Results

First of all, We filmed a musician performing a melody on the guitar. Then we reproduced every frame of the video onto pieces of paper in running order. Finally we photocopied every piece onto Double A Quality Paper to create an animation that synchronises with the musician performing the same melody once more. Then we got the animation, and“Double A No Jam challenge” succeed.

First of all, We filmed a musician performing a melody on the guitar. Then we reproduced every frame of the video onto pieces of paper in running order. Finally we photocopied every piece onto Double A Quality Paper to create an animation that synchronises with the musician performing the same melody once more. Then we got the animation, and“Double A No Jam challenge” succeed.

"Double A NO JAM Challenge" video was re-posted thousands times on WeChat platform in its first day of launching, viewed more than 20,000 times on YouTube and YouKu within one week. As an interest-based content, the propagation effect had gone beyond the client's expectations.

Double A is known as a kind of quality copy paper with it’s slogan ”No Jam”. To prove that, what we will do is to start a “Double A No Jam challenge” by an interesting experiment


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