The Campaign

Forge poetic image style, explain the spirit values of Douban.com style Aware of the independence of our users’ mind, we made an innovation by combing the first perspective filming with GoPro camera and the later stage film reproduction in making films, adopting a poetic and film-style narration and monologue. This video displays the spiritual course through different life stages and periods, showing the progress that Douban.com has made in the past ten years in exploring and satisfying people’s spiritual needs. Then, we defined Douban.com with a clear and unique brand symbol, “the corner of our spirit”, and showed the market its innovative interpretations.

Creative Execution

In this project, we were honored to have the chance to co-operate with the top-class Director in Asia Pacific. To deliver Douban.com’s brand persona and spiritual character, we shot in a first-person angle with GoPro HD mode in a lot of scenes we set up like battlefield, space station, hospital and snow country etc. After the shooting, we re-shot the GoPro HD files with film to ensure that it is more film like. It took us 2 days for shooting while the preparation work took for two months

1. Shortly after the publicity video of Douban.com came online, 2,040,000 views were recorded (statistics from Tencent.com, Youku.com and so on), which set a new record of publicity of Douban.com. 2. The new slogan “the corner of our spirit” was appreciated by the users, and became the hot topic on the internet. The slogan was searched for 8,300,000 times. 3. The unique way of filming and the high quality of the video not only contributed to the innovation of the form of TVC, but also give rise to lots of discussion and spontaneous transmission from both internal and external of the industry. Consequently, Douban.com gained unprecedented attention and propagation. 4. This video attracted the attention of users and media on the first brand promotion of Douban.com, making it a hot social event.

Douban.com, a MySpace.com type website, provides reading, music, movies services, with 300 million users. It's the most artistic-style Internet platform in China. How can we take advantage of this unique artistic vibe to create a much-anticipated movie to tell the story of Douban.com? We using GoPro from the first shooting angle + post 35mm film remaking, we are going to bring out a poetic film for Douban.com, triggered massive users to follow and create a phenomenal event.

Review the past decade, focus on the spirit cores From books, movies and music to Group, City, FM, Things and Radio, Douban.com function constantly goes deeper and deeper at spiritual level. Now, the extensive and magnificent Douban.com family has been an irreplaceable part of millions of Douban.com users’ spiritual world. Thus, we created the brand image “The Corner of Our Spirit” and made it the breakthrough of Douban.com brand promotion.