CategoryA06. Typography
EntrantW Shanghai, CHINA
Idea Creation W Shanghai, CHINA
Production W Shanghai, CHINA

The Campaign

We delicately selected 9 Chinese Characters which best represent Chinese friends’ culture. For better phone's display and basing on Chinese character meaning, we developed HTML5 animation special effects, coupled with the long text interpreting China’s social code of conduct. Finally we chose Chinese Character “Ju” which means "together" in English, to convey sales information, but also enhanced the brand image.

Creative Execution

1. We should increase the cultural connotation of regular promotion more. Under the communication environment of looking up to the elite and catering to the loser on social media, the electric business brands suffers from repeated defeats. We present the strategies and solutions from the perspective of our brand and take into consideration of cultural connotation while spreading our business and introduce the ?There is only one word between us”. Because one word is enough to convey the friendship and no more words are needed between friends. We also select nine Chinese characters that can best represent friendship to express the distinctive Chinese climate. 2. One word for one page. Innovative in the form. We design the meaning of the characters into animation to optimize the experience of reading on one’s cellphone. We expatiate on the ties between friends from every dimension, using “?(Golde), ?(Nature), ?(Debt), ?(Dream), ?(Days), ?(Friends), ?(Effort), ?(Thumb-up)”respectively. Just as what the character”?(Ju)-gathering” means, let’s gather together for yet another time and thus bring out the information of “Year-end dinning together and group-buys”. 3. A successful copywriting and deep communication As opposed to the sensational climate of social media dissemination, we unconventionally employ the steady and introverted narrative tone, and match each of the animation featuring one character with a long copywriting and start it with our insight into friendship to attain the goal of making our audience resonate with us and spread it successfully. In this mobile digital campaign, one Interactive Designer, one Typography designer, one Copywriter and one Programmer were involved as a core working team. It took one month for this Html5 mobile websites from creative design to production.


Name Company Position
Chunning Xu W Front-end Developer
3water Lee W Creative Director
Ermu Wang W Senior Art Director
Fan He W Senior Designer
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