In 1980, dentsu became a pioneer in the Chinese advertising market by becoming one of the first international agencies to establish an office in Beijing.
Working Together. Walking Together. For over four decades, we have been part of the journey and transformation of China’s advertising landscape together with our peers.
Today, Dentsu Creative showcased its works at the China 4A Creative Awards, receiving accolades from industry experts on the jury, and proudly earned a spot among the top three agencies for the year.
At the same time, our endeavor “Lost in Time,” a result of a seven-year partnership with Jian Ai Charity, was awarded the Grand Prix and received two Golds and two Silvers. Our works of “AI-Assisted Artists” and “Detective Jia” for Intel were awarded one Bronze and one Silver. Moreover. Our co-branded campaign “Up with Crazy Thursdays” with Dragon Tiger for KFC secured a Gold in the Integrated Marketing Communications category.
LOST IN TIME
NONPROFIT ORGANIZATION: JIAN AI ELDERLY CHARITY CENTER
CREATIVE AGENCY: DENTSU CREATIVE
GRAND PRIX & GOLD: PSA&CSR - Charity/Nonprofit
SILVER: DESIGN - Product Design
SILVER: CREATIVE EFFECTIVENESS - OOH
GOLD: PRINT&OOH - Billboards & Installations
Presenting Lost in Time, one-of-a-kind artworks created by those suffering from Alzheimer’s.
Partnering with Jian Ai Charity, a non-profit focused on elderly brain health, we carried out clock-drawing test on hundreds of seniors suffering from Alzheimer's. The clock drawings reflected the different phases of early, middle, and advanced symptom advancement. We turned the clock drawings into an evocative timepiece collection, campaign and exhibition, offering a window into the time lost by those with the Alzheimer’s disease and their distorted world.
On World Alzheimer’s Day, a display in the Shanghai metro was launched. It garnered over 17 million people walked through the display in 40 days. On World Health Day, we held an online auction. In 5 days, the watch was bid for at 20 times the regular price of an electronic watch.
Though there is no known cure available for this condition, the sooner the disease is recognized and accepted, the better opportunity for slowing its advancement. Bringing diagnostic testing out of the hospital and into everyday life will benefit more people.
Read more: Lost in Time, Found in Cannes!
UP WITH KFC CRAZY THURSDAYS!
ADVERTISER/BRAND: YUM CHINA / KFC
CREATIVE AGENCY: DENTSU CREATIVE
GOLD: INTEGRATED MARKETING - Crossover
Every year in Spring, young people experience intense emotional fluctuations due to a mix of stressors such as job hunting, performance evaluations, final exams, and of course the rush of Chinese New Year. They are in desperate need of an outlet to unleash their stresses.
Teaming up with Dragon Tiger Brand Medicated Oil, famously dubbed the magical power from the East, KFC has created peculiar oil essence and stickers that fascinates the mind of all drawing them into a vibrant mood. Young people are using this occasion as an outlet to unlock their creativity and escape the monotony of the workweek.
Thanks to the active recreation and the sharing of young users, the co-branded products on Xiaohongshu saw a surge in popularity with over 15 million views. These ecstatic young fans were seen rushing into stores to buy these products which resulted in the emptying of stock in mere hours.
What started as a special offer at KFC on Thursdays has now transformed into a cultural phenomenon embraced by the youth in China.
DETECTIVE JIA
ADVERTISER/BRAND: INTEL
CREATIVE AGENCY: DENTSU CREATIVE
SILVER: CRAFT - Film Craft - Use of Technology
In the dawn of the AI, Intel is ‘Bringing AI Everywhere’, allowing everyone to experience a unique and innovative journey powered by AI. Meanwhile the decentralized media landscape in China means that the content displayed on each user’s phone differs, shaped by the personalized algorithmic recommendations.
Intel crafted the AI-tailored short film ‘Detective Jia’, featuring a mix of genres like suspense, horror, comedy, drama, sci-fi, and thriller, with storylines specifically designed to match the preferences of the audience through algorithms. In addition, the use of AI face-swapping technology allows millions of users to perform alongside leading roles.
Fusing technology, entertainment, and creativity, the film is an experimental collaboration, illustrating the cutting-edge features and artistic potential of AI PCs.
Read more: Meet Detective Jia, from Intel
AI-ASSISTED ARTISTS
ADVERTISER/BRAND: INTEL
CREATIVE AGENCY: DENTSU CREATIVE
BRONZE: Use of AI Innovation
Intel collaborates with popular bands Secondhand Rose and Nova Heart, winners from the music variety show “The Big Band 3”, to infuse creativity and fun into content creation. Experiencing the awe-inspiring Intel Evo Ultrabook, powered by AIGC technology.
From crafting scripts to designing visuals, the computer powered by AIGC showcased an impressive ability to blend diverse styles in commercials. Meanwhile, the creative team highlighted the importance of brands staying true to their unique styles, staying relevant, and embracing new opportunities for future innovations.
With 63 million views and 2 million social media engagements, the videos made a significant impact. Searches for Intel Evo on Douyin and JD increased by 210% and 24%, respectively. Furthermore, Intel’s JD eCommerce platform recorded 3.8 million visits.
ABOUT CHINA 4A CREATIVE AWARDS
Since its launch in 2006, the 4A Creative Awards has focused on elevating the global presence of Chinese brands and supporting international brands in tailoring their offerings to local audiences, engaging with the world, and authentically telling the story of China. The theme for this year, “Walking Together, Walking Together,” mirrors the 4A Creative Awards’ vision of creating a platform that recognizes industry excellence, inspires innovation through partnerships and creative works.
creativeawards.china4a.org
