Brief:
Produce a print ad to target young Chinese mothers to sell the Exilim compact camera that can shoot sequences of 30 photos in a row. The idea is that mothers can not miss any action shot of their child because all is recorded in the camera. The camera is shoots it all, one just needs to choose among the photos.
Answer:
Delivering a sweet/cute image of a young Chinese girl eating a creamy cake. The aim is to trigger among mothers the feeling of the Chinese “”可爱”" (ke ai) also similar to the Japanese “”かわいい”" (kawaii).
Constraint:
To actually use the compact camera featured in the advertising instead of professional equipment.
Result:
Media planning: billboards, subway, buses and magazines in Shanghai & Beijing for 1 month
Credits:
- advertising agency: Dentsu
- production & design agency: Flying cats (飞猫)
- photography: blank
