| Title | QUALCOMM - SMART HEALTHCARE |
| Brand | QUALCOMM |
| Product / Service | TECHNOLOG |
| Category | D04. Brand / Product Video |
| Entrant | McCANN SHANGHAI, CHINA |
| Idea Creation | McCANN SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Ng Tian It | McCann Worldgroup shanghai | CCO |
| Li Bin | MRM//McCann Worldgroup Beijing | GCD |
| Wei Wei | MRM//McCann Worldgroup Beijing | Creative Director |
| Jun He | MRM//McCann Worldgroup Beijing | Creative Director |
| Xiaoyu Qi | MRM//McCann Worldgroup Beijing | Art Director |
| Chunlei Li | MRM//McCann Worldgroup Beijing | Copywriter |
| Janssen Chen | MRM//McCann Worldgroup Beijing | Copywriter |
| Lee sheng | MRM//McCann Worldgroup Beijing | General Manager Director |
| Chow Helen | MRM//McCann Worldgroup Beijing | Account Director |
| Guo Chen | MRM//McCann Worldgroup Beijing | Account Manager |
| Echo Li | MRM//McCann Worldgroup Beijing | Account Manager |
| George.Ooi | McCann Worldgroup shanghai | Producer Head |
| Honwai Fong | MRM//McCann Worldgroup Beijing | Planning Director |
| Jean Pierre Jeunet | The loft Films Shanghai | Director |
As the world’s leading technology inventor, Qualcomm’s many breakthrough inventions in 3G and 4G have fundamentally altered the human trajectory without us realizing it. Qualcomm is about to change the world again with its 5G technologies. However, for most people, 5G is simply just another technological upgrade to their mobile connectivity with faster speed. How to make people connect with the significance of and the transformation Qualcomm’s 5G technologies will bring is a real challenge.
Instead of creating a campaign touting innovations and inventions, Creative Team layered humanism into the cold instrumentality of technology. Instead of writing a brief about technology, Team wrote a brief about magic. Instead of envisioning 5G advancement, They invited the director to build an intelligently connected world for the campaign, which features a series of four videos.
This campaign is about making real what the 5G world, powered by Qualcomm’s foundational technologies, will look like in people’s mind’s eyes for the first time, showing what will the “unimagined” bring once connected devices are inhabited with intelligence.
In the not-too-distant 5G world, Qualcomm will connect everything with everything else. They are the one who adds the “smart” in all connected devices, and builds the foundation for the “unimagined” before everyone else sees the potential.