JD & LEGO SUPER BRAND DAY < MISSION RED 1>

TitleJD & LEGO SUPER BRAND DAY < MISSION RED 1>
BrandJD.COM
Product / ServiceE-COMMERCE PLATFORM
CategoryB06. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant180 CHINA Beijing, CHINA
Idea Creation 180 CHINA Beijing, CHINA
Media Placement 180 CHINA Beijing, CHINA
Production QIANBEI FILMS Beijing, CHINA

Credits

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

Brief Explanation

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.

Links

Video URL