Spikes Asia

Qualcomm - Smart Healthcare

McCANN SHANGHAI / QUALCOMM / 2018

Film
Film
Film
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Overview

Entries

Credits

Overview

Background

This campaign is about showing the magician's hand and getting the credit s/he deserves. Qualcomm's inventions changed the world without us realizing it. Many see it as "chip maker" or "patent licensor" rather than value generator. Qualcomm is about to do it again in the 5G era. However, for most, 5G is another mobile upgrade with faster connectivity. Instead of falling into the same old "my tech is better than yours" trope, we created a series of videos directed by Jean-Pierre Jeunet to change perception by framing the narrative within a wider world of the "unimagined".

Description

This campaign is about showing the magician's hand and getting the credit s/he deserves. Qualcomm's inventions changed the world without us realizing it. Many see it as "chip maker" or "patent licensor" rather than value generator. Qualcomm is about to do it again in the 5G era. However, for most, 5G is another mobile upgrade with faster connectivity. Instead of falling into the same old "my tech is better than yours" trope, we created a series of videos directed by Jean-Pierre Jeunet to change perception by framing the narrative within a wider world of the "unimagined".

Execution

Instead of creating a campaign touting innovations and inventions, Creative Team layered humanism into the cold instrumentality of technology. Instead of writing a brief about technology, Team wrote a brief about magic. Instead of envisioning 5G advancement, They invited the director to build an intelligently connected world for the campaign, which features a series of four videos.

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