vivo has launched its first flip screen phone, combining its lightweight and portable design with features such as hovering selfies. The brand aims to seize the post-pandemic travel demand in 2023 August summer vacation season and position it as the perfect phone for "on-the-go" usage.

Centered around "being moved emotionally," we intentionally avoid featuring people in our advertisement and instead let "two hearts" take center stage to create a truly meaningful journey of souls called Flipped. The daily pressures of life make people emotionally numb and grow a hard shell – symbolized by the "stone heart" representing numb urban people. On the other hand, the "red heart" represents freshness, vitality, and liveliness – reflecting everyone's true nature. From initially being led by the "red heart" on a trip to actively embracing new scenery and documenting experiences, the surface shell is broken down, which is leading to an unexpected transformation... Finally, the story moves toward a philosophical ending. In fact, there is no "red heart" as a traveling companion. "Stone Heart" realizes that the "red heart" accompanying her along the way is herself…

As a fashionable foldable phone, we target middle-class women who value aesthetics, constantly explore themselves, and have independent perspectives. Only by truly understanding why they embark on journeys will they choose to bring along vivo. Delving into their lives, we discovered that the essence of travel is not just about moving around but also about being moved emotionally – seeing unseen landscapes, experiencing new things, and rediscovering the excitement for life and this world. With its various functions, vivo can accompany them in capturing more exciting moments. We have crafted the campaign slogan #Flipped for the travel season.

The film was initially scheduled to be released in August 2023, but due to some unforeseen circumstances, the brand ultimately decided to launch it at the end of 2023. Consequently, we changed the theme, titled "Towards 2024, we flipped Again," symbolizing the hope that people will discover a new version of themselves on their journeys in the coming year.

Despite the project launching at the end of the year and lasting only one week, we still achieved good results. Across the entire network, we garnered over 100,000 views, 10,000+ comments, and 1,000+ shares. The majority of reactions were positive, and the project received coverage from numerous advertising channels on Chinese social platforms such as WeChat, Weibo, and little red book.