5G KUNG FU SHOWDOWN

Short List
Title5G KUNG FU SHOWDOWN
BrandHUAWEI
Product / ServiceHUAWEI MATE30 PRO 5G
CategoryD05. New Realities & Voice Activation
EntrantOGILVY Beijing, CHINA
Idea Creation OGILVY Beijing, CHINA
Idea Creation 2 OGILVY Shanghai, CHINA
Production MOD MEDIA CO. LTD. Shanghai, CHINA
Production 2 YC VIRTUAL REALITY TECH CO., LTD Shenzhen, CHINA

Credits

Name Company Position
Reed Collins Ogilvy APAC Chief Creative Officer
Andrew Low Ogilvy Beijing Executive Creative Director
Andrew Low Ogilvy Beijing Creative Director
Andrew Low Ogilvy Beijing Art Director
Andrew Low Ogilvy Beijing Copywriter
Sascha Engel Ogilvy Shanghai Creative Technologist
Adrian Zhu Ogilvy Beijing Group Executive Creative Director
Yan Shi Ogilvy Beijing Creative Director
Yue Shen Ogilvy Beijing Creative Group Head
Selina Teng Ogilvy Beijing President
Rick Zhao Ogilvy Beijing Managing Partner
Julie Zhou Ogilvy Beijing Vice President
Zoe Song Ogilvy Beijing Senior Account Director
Jasmine Xu Ogilvy Beijing Group Account Director
Joy Zhang Ogilvy Beijing Senior Assistant
Kiwi Shi Ogilvy Beijing Associate Account Director
Temple Peng Shanghai MOD Media Co. Ltd. Executive Producer
Marco Kalantari Shanghai MOD Media Co. Ltd. Director & Editor
Albert Wang Shanghai MOD Media Co. Ltd. DOP Lighting Cameraman
Ju Yang Shanghai MOD Media Co. Ltd. AC
Zhiyu Sun Shanghai MOD Media Co. Ltd. Gaffer
Sabrina Liu Shanghai MOD Media Co. Ltd. Associate Director
Mica Zhou Shanghai MOD Media Co. Ltd. Executive Producer Assistant
Yueyun Liu Shanghai MOD Media Co. Ltd. Producer
Tristan Wang Shanghai MOD Media Co. Ltd. Production Assistant
Chen Chen Shanghai MOD Media Co. Ltd. Production Assistant
Sean Liu Shanghai MOD Media Co. Ltd Wardrobe Stylist
Qi Zhou Shanghai MOD Media Co. Ltd. Make up Artist
Jinyang Wu Shanghai MOD Media Co. Ltd. Hair Stylist
Shasha Liu Shanghai MOD Media Co. Ltd. Casting
Zheng Tang Shanghai MOD Media Co. Ltd. Art Director
Erxiong Li Shanghai MOD Media Co. Ltd. Props Master
Changhai Xiao Shanghai MOD Media Co. Ltd. Stunt Director
Ming Zhu Shanghai MOD Media Co. Ltd. Runner
Xingguo Wu Shanghai MOD Media Co. Ltd. Sound Record
Bin Liu Shanghai MOD Media Co. Ltd. DIT
YC Cai YC Virtual Reality Tech Co.,Ltd Creative Technologist
YC Cai YC Virtual Reality Tech Co.,Ltd Executive Producer
Anton Chernov YC Virtual Reality Tech Co.,Ltd Creative Technologist
Sangwon Choi YC Virtual Reality Tech Co.,Ltd Creative Technologist
Cameron Feng YC Virtual Reality Tech Co.,Ltd Programmer
Howard He YC Virtual Reality Tech Co.,Ltd Digital Artist
Xiuqiang Huang YC Virtual Reality Tech Co.,Ltd Animator
Aaron Ramos YC Virtual Reality Tech Co.,Ltd Producer
Haida Sun YC Virtual Reality Tech Co.,Ltd Programmer
Pengcheng Zhao YC Virtual Reality Tech Co.,Ltd Digital Artist
Jun Li Ido Post Production / Shanghai Editor
Yunling Xie Ido Post Production / Shanghai Editor
Nikola Stefanovic Moving Picture Company / Shanghai Digital Artist
Norman Wille Elegy Music / Germany Music Supervisor
Mix Studio Mix Studio / Shanghai Creative Team

Why is this work relevant for Brand Experience & Activation?

5G Kung Fu Showdown was created amidst the backdrop of China's massive e-sports following. That has ironically swayed the younger mobile generation to fighting games than actual, real, traditional Kung Fu itself. With the popularity of traditional Kung Fu fading, 5G Kung Fu Showdown helped reconnect e-gamers to an actual, multi-sensory, real Kung Fu Showdown, in a more immersive way.

Background

To demonstrate low latency, high speed superiority of Huawei 5G and Huawei Mate 30 Pro 5G.

Describe the creative idea (20% of vote)

5G Kung Fu Showdown is a real-time, multi-sensory virtual showdown. between 2 fighters. From 2 different locations. Using Haptic Suits, Armbands & Haptic Foot Straps. With low latency 5G speeds, each punch and kick was immediately felt miles away in their respective locations.

Describe the strategy (20% of vote)

Targeting China's young mobile generation 15-24. We wanted to demonstrate the possibilities and applications of low latency, high speed superiority of Huawei 5G and Huawei Mate 30 Pro 5G. By combining traditional martial arts with modern real-time 5G technology, we showed how 5G speed can make content to China's young mobile generation - more immersive and experiential.

Describe the execution (30% of vote)

5G Kung Fu Showdown connected 2 exponents for the ultimate, multi-sensory virtual martial arts showdown. Between a real Kung Fu master and an e-sports gamer from 2 different locations. Using real-time movements from Optic HMD Tracking, Optic Leg Tracking, IR Positional Tracking, data from virtual fight was tracked and rendered in real-time with 5G speeds. With Haptic Suits, Armband & Haptic Foot Straps, each punch and kick was immediately felt miles away in their respective locations. The fight took place in a custom Virtual Arena built on UNITY - featuring 6DoF (Degrees of Freedom). Using real-time movement data from Optic HMD Tracking, Optic Leg Tracking, IR Positional Floor Tracking, data from the virtual fight was tracked and rendered in real-time with 5G speeds. 2 months campaign duration from 6 Jan 2020. And was launched on China's major media channels: Wechat, Weibo, BiliBili, Douyin, TenCent Digital, Toutiao, NetEase News and Sohu.

List the results (30% of vote)

In a time of virtual reality and immersive gaming - real, authentic Kung Fu regained a significant foothold again and became a subject of discussion and generated buzz among China's young mobile audience. Generating engagements on China's leading social platform - Weibo with over 90 million views and 50,700 user interactions alone. And over 160 million media impressions. Ultimately, 5G changes the way gamers view e-sports. From just networked multiplayer gaming - to multi-sensory immersive experiences.

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