INTELLIGENT HEAD

TitleINTELLIGENT HEAD
ClientVATTI
Product / ServiceHIGH-END INTELLIGENT KITCHEN APPLIANCES
CategoryA04. Consumer Durables
EntrantTHE NINE Shanghai, CHINA
Idea Creation THE NINE Shanghai, CHINA
Idea Creation 2 INSIGHT GROUP Shanghai, CHINA

The Campaign

With advanced AI systems, Vatti's kitchen appliances work smartly just like human brains.

Creative Execution

We built a 12-meter-high 'head'. When the V-shaped automatic door opens, the audience can enter into a magical space which consists of polygon prisms, and the holographic animation we projected onto them. In the holographic film, we created a virtual hero 'Water Man', to represent the cleansing power of water in Vatti dishwashers. And also other holographic animals as symbols of leftover food and stains. Through martial art movements, the 'Water Man' powerfully rinsed a fish, which later spat out a chicken. The chicken then spat out a bullfrog and the list goes on. At the end of the film, the 'Water Man' unleashed its greatest power on an eel, and the eel spat out a clean white plate as the tagline 'Wash Away Layers of Dirt' faded in. The whole animation showed the powerful cleaning function of Vatti's dishwasher and impressed audiences with its high-end intelligent brand image.

300 thousand people have visited and experienced the installation at AWE 2018.? 39% increase in the brand awareness. 500 media covered the campaign The installation has become a new landmark in Shanghai. China’s national broadcaster CCTV has covered the campaign.

Vatti is a Chinese brand dedicated to high-end intelligent kitchen appliances. As an exhibitor at the Appliance & Electronics World Expo (AWE) from March 8th to 10th, 2018, Vatti was aiming to build a distinctive brand image during the expo. AWE 2018 was exhibited at the Shanghai New International Expo Center(SNIEC). The square at the SNIEC is a great outdoor media to attract large crowds.

Insights, Strategy and the Idea

Vatti was aiming to build a distinctive brand image during the AWE 2018. With advanced AI systems, Vatti's kitchen appliances work smartly just like human brains.With that in mind, a bold idea was conceived. Joining forces with a couple of excellent local architects, we built a majestic 12-meter-high 'head'.

Credits

Name Company Position
Jody Xiong The Nine X Insight Group Founder and Chief Creative Officer
Cobe Liu The Nine X Insight Group Vice President
Candy Chen The Nine X Insight Group Copywriter
Jody Xiong The Nine X Insight Group Art Director
Joo Teoh, Dai bin, Wu beibei, Li shaoxiang, Shang yin, Zhao haisheng, Li xiaoxian, Zheng kesi, Lian zhigao, Wang pan, Wu ming The Nine X Insight Group Animation
Jody Xiong The Nine X Insight Group Director
Huan Dong, Xiao Hua The Nine X Insight Group Account Manager
Jody Xiong, Samson Xing, Haotian Ji, Lingwei Hong, Beili Xue, Ray Pun The Nine X Insight Group Designers
Jody Xiong, Samson Xing, Haotian Ji, Lingwei Hong, Beili Xue, Ray Pun The Nine X Insight Group Designers
yunsheng Su, Xudong Lin The Nine X Insight Group Architect
Niki Xu Gwantsi Shanghai Producer
Kevin Li Smile Studio, Emi Music