Cannes Lions

You send it, We use it.

ISOBAR CHINA GROUP, Shanghai / ALIBABA / 2017

Case Film
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Overview

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Credits

Overview

Description

Using only decorations and ingredients sent to us by viewers via Cainiaoguoguo, we co-created China’s first audience-powered restaurant, streamed live over 72 hours with celebrity hosts, all to prove that your package will arrive within 2 hours.

Execution

We started with a concrete shell. Our restaurant was run by two popular livestreaming celebrities. They asked their fans to send anything that we might need. Everything had to be sent to us using Cainiaoguoguo and we promised to use every single thing that they sent.

We live streamed the build over 3 days and name checked the senders as stuff arrived. They sent us everything from chicken’s feet to condoms, rice cookers to lingerie, even tires. Their gifts were a microcosm of youth in China – fun, quirky, silly and often downright weird.

Finally, celebrity foodies from a quirky TV debate show called Qi Pa turned up to taste the peculiar dishes in the utterly bizarre restaurant our audience had helped us create using Cainiaoguoguo.

After a 72 hour marathon live stream we had demonstrated beyond a doubt that Cainiaoguoguo lived up to their 2 hour delivery promise.

Outcome

We received thousands of packages from complete strangers, even though we offered them no incentive whatsoever other than seeing how we’d cope with the challenge of incorporating their stuff into our creation.

The outcome was a fantastical restaurant that represented the uniquely Chinese identities of those who sent us packages – whacky and freed from the ordinary constraints of censorship. Whatever they sent, we used!

And for some crazy reason, hundreds of thousands of people were entertained by our 72-hour livestream of building a restaurant from scratch.

3,100+ packages received

280,000+ peak concurrent viewers

8,800,000+ total streamed views

120,000,000+ social media engagements

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