BORN TO RUN
| Title | BORN TO RUN |
| Brand | SHANGHAI GENERAL MOTORS |
| Product / Service | BUICK VERANO |
| Category | A07. Cars & Automotive Services |
| Entrant | LOWE CHINA Shanghai, CHINA |
| Entrant Company | LOWE CHINA Shanghai, CHINA |
| Advertising Agency | LOWE CHINA Shanghai, CHINA |
| Production Company | MADE IN CHINA FILMS Shanghai, CHINA |
| Production Company 2 | DIGIT DIGIT Hong Kong, HONG KONG |
Credits
| Name | Company | Position |
|---|---|---|
| Kitty Lun | Lowe China | CEO |
| Juan Zhang | Lowe China | Associate Creative Director |
| Justin Du | Lowe China | Associate Creative Director |
| Limbo Chen | Lowe China | Account Director |
| Rainbow Zhang | Lowe China | Account Manager |
| Qiang Zeng | Lowe China | Creative Director |
| Cherry Wang | Lowe China | Senior Copywriter |
| Connie Chua | Lowe China | Head Of Production |
| Kiko Yang | Lowe China | Producer |
| Lilith Xu | Lowe China | Producer |
| Lino Russell | Made in China | Director |
| Yu Pang Chang | Made in China | Assistant Director |
| Stanley Chang | Made in China | Assistant Director |
| Emily Wang | Made in China | Production House Producer |
| Lee Cheng | Made in China | Production House Producer |
| Brian Yessian | Made in China | Composer |
| Wiebke Engel | Made in China | Composer |
| Fabrizio Rossetti | Digit Digit Ltd | Off-line Editor |
| Jasmine Wong | Digit Digit Ltd | On-line Editor |
Brief Explanation
Challenge: Verano, a new sports sedan from Buick, wants to win over a new active generation. Sports and in particular running has gained popularity among our target. They tend to be progressive, and believe in personal development and experience. They enjoy achievements but they also enjoy life. We call them the “Born to Run” generation because they do not stop on anything, always on the move. Verano happens to match all their attitudinal inclination. The challenge is to communicate our shared purpose and win their admiration.