Spikes Asia

Love Confession

VIVO MOBILE COMMUNICATION, Dongguan City / VIVO / 2024

Awards:

1 Shortlisted Spikes Asia
Film
Demo Film
Film

Overview

Entries

Credits

Overview

Background

Vivo’s new generation X90 has been launched, boasting several performance improvements like “The 4K Night Video” feature compared to the formal version. The “4K Night Video” feature lies in its ability to capture clear videos even in low-light conditions, no matter how much you zoom in, the photos remain crystal clear. To effectively introduce the feature to our consumers, it is crucial to recreate real-life scenarios.

Idea

Mr.Black Cat, who has devoted his entire life to theater performances, is about to have his retirement farewell show. Thanks to his black fur, he can blend seamlessly into the darkness to perform on the stage, but unable to capture the audience's attention. He is in the doldrums after the show. Then, Mrs. White Cat handed him her Vivo X90 phone that she had been using. On it, a video clip revealed every move of him in the corner of the stage. Everything had been recorded. He is no longer a wallflower on the stage but the star of her life.

We choose to launch this campaign on Valentine's Day (Feb. 14) to "Confession" white edition. Additionally, we've crafted an exclusive theme song for this story, infusing the feelings of this lovely couple and our own perspective on love into its lyrics.

Strategy

The "4K Night Video" feature lies in its ability to capture clear videos even in low-light conditions, no matter how much you zoom in, the photos remain crystal clear. To effectively introduce the feature to our consumers, it is crucial to recreate real-life scenarios.We came up with an idea when we see our loved ones standing on the stage, we always hope to capture the clearest images of them under the spotlight. No matter how they perform on stage, they will always be our stars. Therefore, we decided to take the stage as the starting point of our creativity, making the vivo X90 an extension of our expression.

Execution

During a three-month collaboration with a Brazilian animation studio, we crafted a complete CG animation that envisioned a unique worldview. The narrative unfolds in a world where the sun has vanished, transforming the Cat Planet into a nocturnal wonderland. Within this enchanting setting, plants have evolved to emit a magical glow. Our attention to detail extended to the intricate fur of the cats and the mesmerizing Cat Theater, the stage for Mr. Black Cat's final performance.

Outcome

1、Total online views: 46 million, with 472,000 interactions, doubling the core metrics compared to the Vivo X80 commercial, surpassing major competitors like Huawei Honor.

2、Become Top Bilibili (A leading online entertainment and content platform in China) Trends

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