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BRAND CAMPAIGN
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Infiniti China
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What I did
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Team Lead
Creative Directions
Campaign idea
Print
Film
Art Directions
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In 2014, there were 15 foreign imported car brands and 241 local car manufacturers in China. When the Chinese government allowed all foreign automobile brands to produce their domestic models, it opened the gate to a price war.
Mission
General Motors Greater China and its Infiniti brand must boldly remind consumers of their unified global commitment to uncompromising excellence, which remains unchanged in every made-in-China model.
Solution
To launch their first made-in-China Infiniti Q50L model, which comes with a NASA space-flying steering system for precision driving and excellent driving pleasure in any weather conditions.
To declare a bold statement, we use the tidal wave to metaphorically represent the opened floodgate. The Made-in-China Infiniti Q50L has no fear; its precision driving will swiftly overcome challenges.
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Award
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China's Top 5 Most Desirable Luxury Automobiles, AdAge China 2014
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Results
In just a few days, 13,830 people viewed the campaign. By the end, 84,338 people had shown interest, and 22,385 booked the car—
Infiniti was named one of China's top 5 most desirable luxury automobiles.
Another arresting idea.
