| Title | HOUSEHOLD ELECTRONICS CAN BE COOL, TOO. |
| Brand | LEADER |
| Product / Service | ICASE FRIDGE |
| Category | A03. Durable Consumer Goods including Automotive |
| Entrant | SERVICEPLAN CHINA Shanghai, CHINA |
| Idea Creation | SERVICEPLAN CHINA Shanghai, CHINA |
| Production | SHANGHAI RED HORSE ADVERTISING AND MEDIA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Jason Romeyko | Serviceplan Group SE | Worldwide Executive Creative Director |
| Wingho Kan | Serviceplan China (SH) | Group Creative Director |
| Yifan Wang | Serviceplan China (SH) | Associate Creative Director |
| Jason Liu | Serviceplan China (SH) | Senior Art Director |
| Charlie Wang | Serviceplan China (SH) | Art Director |
| Lisa Liu | Serviceplan China (SH) | Copywriter |
| Shanshan Mao | Serviceplan China (SH) | Copywriter |
| Bernard Wong | Serviceplan China (SH) | Managing Director |
| Moritz Sanner | Serviceplan China (SH) | Planning Director |
| Erin Lee | Serviceplan China (SH) | Director of Client Services |
| Schneider Shi | Serviceplan China (SH) | Associate Account Director |
| Elena Liu | Serviceplan China (SH) | Senior Account Executive |
| Ning Zhou | Freelancer | Director |
The fridge, iCase is a module based small fridge and can be configured to operate like one big fridge by putting two iCases (or more) together. Our story evolved around the insight that Chinese youth don’t like to dwell on things too much. The 2 lovers in our story split without drama. She leaves the apartment with her iCase while leaving his behind. Fair and square. Our hero rescues the relationship by putting his fridge back together as “one” at the end of the film.
GenZ attitude towards love in China. The film was inspired by popular gossip at the time about 2 GenZ influencers who had just broken up and been praised online for their clean and undramatic way of handling the situation.