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Creative

TBWA\HAKUHODO Beijing creates ‘Dream Escape’ microfilm for Infiniti’s QX50

staging.lbbonline.com, 2 years, 7 months ago

Directed by Juame Collet-Serra, the films stars Zhou Xun (Cloud Atlas) and Archie Kao (CSI)

TBWA\HAKUHODO Beijing creates ‘Dream Escape’ microfilm for Infiniti’s QX50

TBWA\HAKUHODO Beijing taps Hollywood to create ‘Dream Escape’, a seven-minute microfilm promoting the Infiniti QX50, and starring Zhou Xun (Cloud Atlas) and her newly wed husband Archie Kao (CSI).

Shot entirely on location in and around Kao’s hometown of Los Angeles, the film tells the story of how the couple fell in love. Hollywood A-list director Juame Collet-Serra (Run All Night, Non-Stop, Unknown, Orphan) teamed up with award winning cinematographer Phedon Papamichael (The Monuments Men, Nebraska, Descendants) for the production.

The film is the first time Xun and Kao’s real-life love story has been told. From the studios of Hollywood, to the breathtaking Red Rock Canyon, to the romantic Malibu Beach, we are taken on their intimate and moving journey of love and discovery.

The content-driven campaign is specifically designed to reach young, affluent couples that have moved away from traditional media habits to more social, mobile and outdoor media.

The campaign launched with a news leak from Hollywood Today reporting that Zhou Xun and her husband Archie had disappeared from the set of their latest project in Hollywood. The report features a harrowing chase between paparazzi and the couple as they escape the city.

The microfilm then launched on WeChat, Youku, iQiyi, Douban and Netease.

Within the first week, the campaign has achieved 150-plus million impressions, including 20 million videos views, 2+ million comments, 500K-plus likes and 15,000 test drive registrations.

Through creating other content driven campaigns including ‘Dad, where are we going?’, ‘Amazing Race’ and ‘Bite of China’, TBWA\HAKUHODO has helped Infiniti achieve a stunning 74% increase in sales last year.

To watch the microfilm click here.

Creative Agency

Account Director: Cynthia Chang

Account Executive: Max Wang & Theodore Huang

Copywriter: Zhang Yue Wu

Creative Agency: TBWA\HAKUHODO Beijing

Group Creative Director: Bamboo Ye

Head of Planning: Gordon Wu

Managing Director: Dean Sciole

Photographer: Chen Man

Planner: Carrie Zhang

Post Production / VFX

Colourist: Technicolor, Los Angeles

Visual Effects: Logan and Sons, Los Angeles

Production Company

Director: Juame Collet-Serra

DOP: Phedon Papamichael

Producer: Jane Zheng

Production Company: Puck Productions, Los Angeles

Genre: Storytelling