WILD-DOG007

TitleWILD-DOG007
Client700BIKE
Product / ServiceW X 700BIKE CO-CREATED BIKE
CategoryA03. Online: Fiction
EntrantW Shanghai, CHINA
Idea Creation W Shanghai, CHINA
Production JL DESIGN Taipei, CHINESE TAIPEI

The Campaign

Rather than to be a dog of others, it is better to be a “Wild Dog”. The “Wild-dog007”- an Internet bike made by an advertising company, combined the product nature of 700Bike with W’s “wild-dog” company value, raising a concept that #To go wherever you are able to but you can't go. / To be whoever you are able to but you can't be.#

Creative Execution

Online, besides of the brand film, we also developed e-commerce websites for promoting this limited version - Wild-dog 007, and also built social platforms discussion topics for the buzz. Offline, W launched a global documentary event of “the Wild-Dog at the World’s End”. We tried to bring the topic of #to be a wild dog# to the next level by making the “Wild-Dog007” travel all over the world- New York, Tokyo, Paris, Monaco, Geneva and others. Very soon, this satire leads wide-spread social ripples and heat discussion: Rather than to be dog of others, it is better to be a “Wild Dog”.

1. Video View : 5,072,354 in one week 2. Products Sales : 142 bikes within the month of release. 3. Reports : 30+ reports by media 4. What’s more meaningful to us is, Wild-Dog 007 marks a brand new starting point of joint operation between Party A and Party B, breaking the box of previous image and reinventing new products line and sub-brands. Meanwhile, our effort offered example for our industry by marrying up the marketing expertise of an advertising agency with the products of the clients, thus, a new value system came into being in design, production, marketing, sales and distribution of revenue, and a new agency pattern in business cooperation was born.

Innovatively employed a modern urban fable in a sub-culture style and picture to tell the story that seemingly, the modern human being are omnipotent, but deep down, we are locked in the exquisitely materialized life. In the film, each scene is an ironic analogy to cruel reality that human are forced to finish a task like submissive dog. And with the unique style of the film, we built the emotion and atmosphere of this fiction well. Finally,this satire leads wide-spread social ripples and heat discussion:Rather than to be a dog of others, it is better to be a “Wild Dog”.

The Wild dog007 is born out of the concept to build a brand, our slogan #To go wherever you are able to but you can't go / To be whoever you are able to but you can't be. # has innovatively employed a modern urban fable in a sub-culture style and picture to tell the story that seemingly, the modern human being are omnipotent, but deep down, we are locked in the exquisitely materialized life.

Credits

Name Company Position
3water Li W Founder
Jack Zhang & Pino Cao W Account Servicing
Xiaowan Chen W Copywirter
Peiyun Chen W Art Director
W Music Cabin - Yunqing Wei & Case W Music production
Yuen Hsieh Director Director
Sheng Hong Yu & Ryan Lin JL Design Producer