Cannes Lions
TBWA\MEDIA ARTS LAB, Shanghai / APPLE / 2018
Overview
Entries
Credits
Description
For most Chinese people, Chinese New Year is the once-in-a-year time they get together with their family. These reunions however are sometimes taken for granted. We wanted to inspire people to cherish these precious moments by capturing their family reunions with their iPhone. The film itself, without a single iPhone X in it, shows the power of iPhone X. But for the audience, the touching true story shot by Hong Kong cinema icon Peter Chan, became content that was inspiring, relatable and meaningful.
Execution
The film launched February 1st, the first day of China’s massive CNY reunion travel period, exclusively on apple.com and on Youku. A premiere was held in Beijing, attended by nearly 50 media representatives. The film also appeared on Tencent and iQiyi video sites over the campaign. “Three Minutes” was further amplified with push messages on WeChat, broadcast media, CNY films in Cinema, outdoor and from Tim Cook's Weibo account to promote the film.
Outcome
The film and How To films had well over 100m views over the duration of the campaign. It became China’s most talked about campaign for CNY, creating greater cultural influence than the new Star Wars movie (released around the same time in China). The film was featured in various national and local news, and inspired several fan-made parody.
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