Title | JD & LEGO SUPER BRAND DAY < MISSION RED 1> |
Brand | JD.COM |
Product / Service | E-COMMERCE PLATFORM |
Category | B06. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | 180 CHINA Beijing, CHINA |
Idea Creation | 180 CHINA Beijing, CHINA |
Media Placement | 180 CHINA Beijing, CHINA |
Production | QIANBEI FILMS Beijing, CHINA |
Name | Company | Position |
---|---|---|
Kenneth Kuan | 180China | Chief Creative Officer |
Peter Lo | 180China | Deputy General Manager |
Cui Yunliang\Wang Shuyu | 180China | Agency Production |
Hai Li | Qianbei Films | DOP |
Yang Mu | Qianbei Films | Director |
Zhu Yiwen/Xiao Chuan | Qianbei Films | First AD |
Anthony Tse | 180China | Creative Director |
Feng Dong | 180China | Art Director |
He Shanshan | 180China | Copywriter |
Ren Dan | Qianbei Films | Executive Producer |
Ren Muzi | Qianbei Films | Line Producer |
Liu Kunpeng | Qianbei Films | Gaffer |
Yang Mu | Qianbei Films | Editor |
Wei Chuanxing | Qianbei Films | Post Producer |
Jiang Yihui | Qianbei Films | Music |
Tang Qiang | Qianbei Films | Color Grading |
Bai Xi | Qianbei Films | Online |
Song Yue | Qianbei Films | Stop motion Supervisor |
LEGO achieved an impactful effect in a short time. JD was devoted in providing the customers a better life, and LEGO was devoted to providing good quality and creative entertainment. We needed to combine the two brand ideas and help consumers intuitively understand this collaboration. This TVC tells the story of a Lego brick being transported to its destination using mostly stop-motion techniques; all the scenes in the video are made with Lego toy-bricks. The story highlights the Jing Dong courier's precise delivery and courageous spirit. Through the LEGO pieces we highlight the brand’s high creativity, fun spirit, and with the use of hard-to-come-by freeze-frame animation, string together a single video. The final video named "MISSION RED 1” showcases the spirit of the Jing Dong courier in an easy-to-share viral format, and carries on the Jing Dong brand IP highlighted in parts 2 and 3.