YOUKU - REDEFINE VASE

TitleYOUKU - REDEFINE VASE
BrandYOUKU
Product / ServiceVASE
CategoryA07. Use of Talent
EntrantFRED & FARID SHANGHAI, CHINA
Idea Creation FRED & FARID SHANGHAI, CHINA
Media Placement YOUKU BUSINESS DIVISION Beijing, CHINA
PR YOUKU BUSINESS DIVISION Beijing, CHINA
Production CHOPSTICKS DIVISION Shanghai, CHINA

Credits

Name Company Position
Aser Cao FF Creative Director

The Campaign

We invited 9 female celebrities who have been reportedly called as ‘vase’, customized vases with their manifestos engraved on, and turned it into sharable contents by YOUKU media channels for every woman,including real vases exhibited as artworks and virtual vases users made online. By showing women’s attitude right back at the disrespectful tag on actual vases, we redefined the word vase and spoke for the real beauty of women.

Creative Execution

These celebrities has been called a ‘vase’ all along their career, we customised an actual vase for each of them, only this time, the vase become an acknowledgement instead of denial. The vase here is to express their confidence and our respect, it’s a symbol of women’s talent and efforts now, so we treated it as art. Our vases were co-designed by pottery artist and were exhibited as artworks. With the huge traffic of YOUKU platforms and, and the buzz of Women’s Day, all these real and virtual vases brought women’s attitude as the mass opinion to an unprecedented scale.

The topic went viral, active participation of resonated women endowed ‘vase’ with a cool new social implication. Instead of trying so hard to deny the title, these real and virtual vases brought women’s attitude as the mass opinion to an unprecedented scale. . 2.3 million women joined the conversation 960 million media impressions

‘Redefine Vase’ created a new way of dealing with entertainment in China’s media environment, by taking advantage of YOUKU’S own resources in entertainment, producing it’s own contents, and finally using its own media of infinite impressions. As for the celebrities we invited, every users acknowledged their courage to speak and turn a hostile tag into a inspiring act for women. It is easy to participate and share on with social platforms. For the first time a tag for women is redefined instead of banned, by the top entertainment media itself and changed perceptions of the bias on women’s outer beauty.

Considering the title ‘vase’ was originated from the audience,Chinese top entertainment Platform Youku is just the right one to do something. As top online video and streaming service platforms, It has more than 500 million monthly active users, with 800 million daily video views. More importantly, as a entertainment empire with its content producing, it shares strong resource of celebrities and their huge fans group. The right 'where' offered us the right 'who' to stand out for themselves, and to speak for all women. Then we gave it a right 'when'- to launch it on the Women's Day, these girls has successfully turned a hostile controversy issue into an inspiring campaign for all women.