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SUB CATEGORY :
DIRECT CAMPAIGN FOR RETENTION/LOYALTY
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COMPANY ENTERING :
J. WALTER THOMPSON SHANGHAI, SHANGHAI
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ENTRY TITLE :
HEART TO HEART :
ALL FOR THAT FIRST HELLO
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BRAND :
ELEVIT
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ADVERTISER :
BAYER HEALTHCARE COMPANY LIMITED
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AGENCY :
J. WALTER THOMPSON SHANGHAI, SHANGHAI
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CHIEF CREATIVE OFFICER :
NORMAN TAN
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EXECUTIVE CREATIVE DIRECTOR :
CARLOS CAMACHO
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CREATIVE DIRECTOR :
JUSTIN LEUN/SELWYN LOW
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CREATIVE TECHNOLOGIST :
SEAN TANG/ANDY LOO
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COPYWRITER :
HSIEN CHAO
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SOCIAL WRITER :
REUS HU
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ART DIRECTOR :
ANNA YANG
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DIGITAL DIRECTOR :
GOMI GAO
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ACCOUNT DIRECTOR :
CHIARA CAPITANIO
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ACCOUNT MANAGER :
ECHO ZHANG
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ACCOUNT EXECUTIVE :
JOANNA ZHAO SENIOR
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STRATEGIC PLANNING DIRECTOR :
BRIAN NG
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STRATEGIC PLANNER :
VIOLET ZHAO
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AGENCY PRODUCER :
CONNIE CHUA/DORA ZHOU
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ALL AWARDS :
GAVIN LUM
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OTHER CREATIVE CREDITS :
JUAN CHIRSTMAN
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FILM PRODUCTION COMPANY :
GWANTSI PRODUCTION, SHANGHAI
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DIRECTOR :
HENRY & SSONG
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D.O.P/CINEMATOGRAPHER :
LIN YU-CHEN
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CAMERAMAN :
MEGO LIN
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FILM PRODUCER :
ELAINE PANG/JOE LI
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POST-PRODUCTION COMPANY :
BOTTLES, SHANGHAI
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EDITOR :
PAUL LAN/BRIAN LEE
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OFFLINE EDITOR :
BRIAN LEE
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ONLINE EDITOR :
PAUL LAN
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COLORIST :
DONG CAO
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OTHER SPECIAL EFFECTS CREDITS :
HOUSE MIX STUDIO/AUDIO PRODUCTION
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SOUND PRODUCTION COMPANY :
MIX STUDIO, SHANGHAI
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SOUND DESIGNER :
DEEPWHITE
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THE BRIEF :
IN CHINA, EXPECTING FATHERS ARE NOT ALLOWED TO JOIN THEIR WIVES IN ULTRASOUND ROOMS. FOR WOMEN, IT ONLY MAKES THE PREGNANCY JOURNEY LONELIER THAN IT ALREADY IS. AS A PREGNANCY SUPPLEMENT BRAND, ELEVIT WANTED CHINA TO REDISCOVER WHAT’S BEAUTIFUL ABOUT PREGNANCY. TO DO THAT, THEY WENT FOR THE HEART. LITERALLY
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THE STRATEGY :
WE CREATED A WEARABLE DEVICE TO GIVE 3 FATHERS-TO-BE AN EXPERIENCE THEY HAVE BEEN MISSING OUT. ULTRASOUND DATA FROM THEIR BABIES WAS CONVERTED TO RECREATE THEIR ACTUAL HEARTBEATS. WHEN THE FATHERS PUT THE DEVICE AGAINST THEIR HEARTS, THEY WERE OVERWHELMED TO FEEL THEIR BABY’S ACTUAL HEARTBEAT BEATING AGAINST THEIR OWN HEARTS.
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THE EXECUTION :
WE CREATED A WEARABLE DEVICE TO GIVE 3 FATHERS-TO-BE AN EXPERIENCE THEY HAVE BEEN MISSING OUT. ULTRASOUND DATA FROM THEIR BABIES WAS CONVERTED TO RECREATE THEIR ACTUAL HEARTBEATS. WHEN THE FATHERS PUT THE DEVICE AGAINST THEIR HEARTS, THEY WERE OVERWHELMED TO FEEL THEIR BABY’S ACTUAL HEARTBEAT BEATING AGAINST THEIR OWN HEARTS.
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THE RESULT :
1. THE COUPLE’S REACTIONS AND STORIES WERE DOCUMENTED INTO A SHORT FILM TITLED ‘ALL FOR THAT FIRST HELLO’ THAT NOT ONLY TOUCHED THE HEARTS OF MILLIONS IN CHINA, BUT ALSO GOT PEOPLE THINKING ABOUT THE CHANGING EXPECTATIONS OF THE MODERN CHINESE FATHER IN TODAY’S SOCIETY. 3.5 MILLION VIEWS IN 24 HOURS 14.8 MILLION TOTAL VIEWS #1 TRENDING TOPIC ON WEIBO (CHINESE TWITTER) 125 MILLION IMPRESSIONS