Title | JD 618 BREAK THE HECTIC ROUTINE |
Brand | JD.COM |
Product / Service | E-COMMERCE PLATFORM |
Category | A06. Editing |
Entrant | 180 CHINA Beijing, CHINA |
Idea Creation | 180 CHINA Beijing, CHINA |
Name | Company | Position |
---|---|---|
Kenneth Kuan | 180China | Chief Creative Officer |
Li Pengqi / Kenneth Kuan | 180China | Creative Director |
Li Pengqi, / Xu Kun | 180China | Copywriter |
Peter Lo | 180China | Deputy General Manager |
Cui Yunliang\Wang Shuyu | 180China | Agency Production |
Moson Jiang | 180China | Group Account Director |
Han Zi | 180China | Edit Assistant |
Mary | DDPO Beijing | Producer |
Ahlo | DDPO Beijing | Online Artist |
Nicola | DDPO Beijing | Grade |
Deman | Stink Films | Line Producer |
Deman | Stink Films | Line Producer |
Sally Shi / Desmond Loh | Stink Films | Executive Producer |
Hai Li | Qianbei Films | DOP |
Yang Mu | Qianbei Films | Director |
Zhu Yiwen/Xiao Chuan | Qianbei Films | First AD |
Consumers have been working hard in the first half of the year, and as summer is approaching, we want to encourage them to take a break from their daily routines, encouraging them to reward themselves by shopping for goodies online during this festival.The core structure of this TVC depicts busy city life through a series of vignettes of people from different walks of life synced with fast-paced music. In the second half of the TVC, we see all of these situations come to a dramatic halt signified by a shift in the pace of the music. This vast contrast in music and the visuals is to convey to the consumers that the Mid-Year is a good time to take a break from daily chores and start shopping for goodies on JD.com. Rewarding themselves so that they can better prepare for the second half of the year.