Dentsu Creative scooped the Grand Prix at ROI Awards
电通创意
2024-10-15
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导读：Dentsu Creative team won an impressive tally of a Grand Prix, 3 Gold, 2 Silver, and 3 Shortlists at
The 2024 ROI Awards Ceremony, marking its 17th year, was hosted in Shanghai, where the Dentsu Creative team won an impressive tally of one Grand Prix, 3 Gold, 2 Silver, and 3 Shortlists!
UP WITH KFC CRAZY THURSDAYS!
ADVERTISER/BRAND: YUM CHINA / KFCCREATIVE AGENCY: DENTSU CREATIVEGOLD: Integrated CreativityGRAND PRIX: Integrated Media 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.
GOOD OMENS TO YOU
ADVERTISER/BRAND: HALEON / CONTAC NTCREATIVE AGENCY: DENTSU CREATIVEGOLD: Ads Marketing Tech - Audience PlanningSHORTLIST: Integrated Creativity The Chinese New Year falls during the shift from winter to spring, a time when cold and flu are rampant. However, buying (and taking) medicine during this period is believed to bring bad luck in Chinese metaphysical traditions. Noticing a trend among today’s youth seeking psychological security in metaphysics, we chose to blend metaphysical practices with cold and flu prevention and treatment as a strategic move. Bringing a modern twist to the CONTAC NT cold medicine brand, we created a music video and introduced the iconic brand mascot ‘Mr. CONTAC’ to bring ‘Good Omens to You’. By fusing auspicious contents and a viral melody with a well-executed online marketing strategy, we transformed this song into a widely embraced New Year’s greeting and a festive favorite during the Spring Festival celebrations. And turned the battle against colds and flu into a herald of an auspicious new year through the magic of music!
THE RESTAURANT OF SILENCE
ADVERTISER/BRAND: YUM CHINA / KFCCREATIVE AGENCY: DENTSU CREATIVEGOLD: Brand Design Nearly 30 million people in China have hearing impairments, representing an average of one in 50 people in the country, the highest globally. The challenges faced by hearing impaired people in fitting into mainstream society often go unnoticed by the public because they appear no different from others. Though living in a muted world, the hearing impaired are eager to make connections with others, working hard to be valued, and longing for their voices to be ‘heard’. KFC opened a special restaurant designed for the ease of hearing-impaired staff. Through the use of visual symbols and interactive tools, the KFC restaurant serves as a welcoming space for disabled individuals to integrate into the community, turning it into a hub for diverse groups to come together and show love and support. Each year, over 200 ‘angels’ work together and fulfill their roles just like everyone else. To date, KFC has launched more than 58 Angel Restaurants across 52 cities, providing a workplace for over 1,000 hearing-impaired staff members in an environment that supports seamless communication. Share One World.
AI-ASSISTED ARTISTS
ADVERTISER/BRAND: INTELCREATIVE AGENCY: DENTSU CREATIVESILVER: AI ContentSHORTLIST: Integrated Mobile Media The rise of generative AI technology has inspired people around the world to delve into their creative passions. The draw of this trend is that AIGC makes creation more accessible, allowing everyone to bring their imaginative ideas to life. 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 ROI Established in 2008 in Shanghai, ROI Awards has become a renowned business creativity awards in Asia, as well as one the most influential Chinese awards in the world in its 17 years of development. The 2024 ROI Awards saw 991 companies contribute 2,855 entries, with 571 from 413 of those making it to the final shortlist, while under 2% of all entries were able to secure a gold award. www.roifestival.com -ENDS- TAP TO READ MORELost in Time picked up 3 statues at LIA! Dentsu Creative China clinched 6 awards at MAD STARS 2024! Lost in Time, Found in LoveChris Chen in talks with Campaign Asia Pacific Dentsu crowned Network of the Year at Spikes Asia 2024! DENTSU CREATIVE China Scooped 7 Campaign AOY Awards HaulDentsu awarded Cannes Lions 2023 Regional Network of the YearDENTSU CREATIVE Named Best Creative Agency at MMA SMARTIES China We Won The Most Effective Agency Network at Greater China Effie THIS IS VERY GREEN Won Grand Prix at ROI Festival
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