CategoryA02. Durable Consumer Goods
Entrantmcgarrybowen Shanghai, CHINA
Idea Creation mcgarrybowen Shanghai, CHINA
Production mcgarrybowen Shanghai, CHINA


Name Company Position
Jeffry Gamble mcgarrybowen Shanghai Chief Creative Officer, Greater China
Simone Tam mcgarrybowen Shanghai CEO, Greater China
Gavin Cheng mcgarrybowen Shanghai Director of Innovation
Recky Hou mcgarrybowen Shanghai Creative Director
Swing Gu mcgarrybowen Shanghai Associate Creative Director
Leo Li mcgarrybowen Shanghai Creative Group Head
Yuchia Tsao mcgarrybowen Shanghai Creative Group Head
Louis Peng mcgarrybowen Shanghai Art Director
Billie Chen mcgarrybowen Shanghai Art Director
Lingfei Xie mcgarrybowen Shanghai Copywriter
Yuhang Liu mcgarrybowen Shanghai Copywriter
Carol Ma mcgarrybowen Shanghai Managing Director
Jasmine Qu mcgarrybowen Shanghai Group Account Director
Jeff Cai mcgarrybowen Shanghai Account Director

The Campaign

We began by looking at sound, and how important it is to our perception of the world and discovered that hearing impaired dancers rely on a sign-language interpreter to perform, making it difficult or impossible for them to dance independently on stage. The freedom to lose themselves in the emotion of dance remained a distant dream. We created a wearable device with power intel chipsets: HyperSense Music Shirt, to turn sound into tangible feelings, enabling the hearing impaired dancers to feel the melody and rhythm. Meanwhile, we provided the dancers a perfect platform: My Future, the most popular technology show in China, to gave an amazing performance without an interpreter, which gained great awareness and created a biz social buzz.


The Hyper-Sense Music Shirt, which can turn sounds into tangible feelings,is powered by Intel processing and IoT chipsets, empower the hearing impaired to feel the nuance of sound, opening a new sense of perception. On July 20, 2017, this smart wearable device brought them onto the perfect stage: My Future, the most popular technology show in China, to present to the world the limitless possibilities brought by technology. For the first time, without signing interpreter’s help, the hearing impaired dancers gave us an amazing performance. Finally, through their bodies, they heard the sound of their dream and surpassed themselves. The whole world witnessed the power and the warmth of technology.

Within only one week, we've earned: 67M Online Exposure 27M Online Video Views 430K Social Engagement 320K Social Content Consumption Top1 on Weibo Hot Topic List 345 media clippings were generated within 3 days as the 1st round of media buzz on Intel's innovative brand activity at "MY FUTURE".

The Situation

We cooperated with a TV reality show of science and reached dozens of millions of young Millennials by leveraging the influential HNTV media platform with limited budget investment.

The Strategy

• Target audience: Savvy adopter, trendy mobile, mobile achievers among T1/2 millennial. • Target media: Hunan Satellite TV(China's most influential Satellite TV station), Wechat, Weibo, KOL posts. • PR planning: Cooperated with the influential HNTV media platform with limited budget investment. • Approach: 1. Co-op with"MY FUTURE", the top TV reality show of science in China and combine B2B and B2C brand message to audiences on the TV show. 2. Targeting social marketing with fancy content to get young people involved.