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SUB CATEGORY :
LOTUS ROOTS
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COMPANY ENTERING :
INNOKIDS COMMUNICATIONS LIMITED, BEIJING
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TITLE :
INTEL AI PRESERVE THE CHINESE TRADITIONAL CULTURE- SHADOW PLAY
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BRAND :
INTEL
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ADVERTISER :
INNOKIDS COMMUNICATIONS LIMITED
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AGENCY :
INNOKIDS COMMUNICATIONS LIMITED, BEIJING
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CHIEF CREATIVE OFFICER :
MA CHAO
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EXECUTIVE CREATIVE DIRECTOR :
HILARIO WANG
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CREATIVE DIRECTOR :
HILARIO WANG
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COPYWRITER :
JINGXIN E
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ENGLISH COPYWRITER :
CELIA WEN
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ART DIRECTOR :
PENG GAO
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KEY TECHNOLOGY ENGINEERING :
WANG TAO
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ACCOUNT DIRECTOR :
MA CHAO
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ACCOUNT MANAGER :
MAVIS LENG
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ACCOUNT EXECUTIVE :
YUXIN SHEN
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STRATEGIC PLANNING DIRECTOR :
MA CHAO
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STRATEGIC PLANNING MANAGER :
MAVIS LENG
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STRATEGIC PLANNER :
YUXIN SHEN
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MEDIA PLANNING DIRECTOR :
MA CHAO
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MEDIA PLANNING MANAGER :
MAGGIE WANG
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MARKETING COMMUNICATION DIRECTOR :
MA CHAO
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MARKETING COMMUNICATION MANAGER :
MAVIS LENG
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PRINT PRODUCTION COMPANY :
INNOKIDS COMMUNICATIONS LIMITED, BEIJING
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DESIGNER :
YUHAN WANG
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CULTURAL CONTEXT EXPLANATION :
SHADOW PLAY IS A CHINESE TRADITIONAL ART THAT HAS A HISTORY FOR OVER A THOUSAND YEARS. NOW IT IS FACING A SERIOUS SUCCESSION CRISIS. THROUGH THE INHERITANCE SHADOW PLAY PERFORMANCES BY USING AI TECHNOLOGY, ON ONE HAND, THE PUBLIC CAN RECOGNIZE THE CHARM OF THIS ART. FOR THE FUTURE, AI TECHNOLOGY MAKES A NEW EXPLORATION FOR THE PRESERVATION, AND INHERITANCE OF TRADITIONAL CULTURE.
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CAMPAIGN SUMMARY :
SHADOW PLAY IS A CHINESE TRADITIONAL ART THAT HAS A HISTORY FOR OVER A THOUSAND YEARS. NOW IT IS FACING A SERIOUS SUCCESSION CRISIS. INTEL AS A LEADING TECHNOLOGY BRAND, HAS MADE OUTSTANDING CONTRIBUTIONS IN THE FIELD OF EDUCATION, ENVIRONMENT, CULTURE AND SO ON FOR YEARS. THE ROBOTIC HAND “EAGLE SHOAL” IS THE NEW RESEARCH ACHIEVEMENT AT INTEL LABS CHINA. INTEL HOPE TO USE TECHNOLOGY TO REVIVE THIS TRADITIONAL ART. WE INVITED MASTER QIN LIGANG, THE CHINESE FAMOUS SHADOW PLAY ARTIST, TO LET THE ROBOTIC HAND BECOME HIS APPRENTICE AND LEARN THE SKILL. WE ALSO FILMED THE WHOLE PROCESS AS A DOCUMENTARY "INTEL MY ROBOT APPRENTICE" AND PUBLISHED IT ONLINE.
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THE BRIEF :
THROUGH THE IDEA THAT COMBINE WITH THE HIGH-TECH AND THE CHINESE TRADITIONAL CULTURE, WE USE THE AI TECHNOLOGY TO REVIVE THE SHADOW PLAY, WHICH CHINESE TRADITIONAL ART FACING A SERIOUS SUCCESSION CRISIS. MEANWHILE, WE REVERSE THE PERCEPTION OF CONSUMERS TO INTEL AS THE PC OR CHIP PRODUCER, AND PROMOTE THE BRAND IMAGE TO THE PUBLIC.
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THE STRATEGY :
A. SHADOW PLAY IS A CHINESE TRADITIONAL ART THAT HAS A HISTORY FOR OVER A THOUSAND YEARS. NOW IT IS FACING A SERIOUS SUCCESSION CRISIS. THROUGH THE INHERITANCE SHADOW PLAY PERFORMANCES BY USING AI TECHNOLOGY, ON ONE HAND, THE PUBLIC CAN RECOGNIZE THE CHARM OF THIS ART. ON ANOTHER HAND, IT ALSO MAKE THE CONSUMER REALIZE THE INTEL IS AN IMPORTANT ROLE IN THE FIELD OF AI TECHNOLOGY IN ADDITION TO PC/ CHIP PRODUCTION. B. WE CO-OP WITH “MY FUTURE”, THE FIRST CHINESE TECHNOLOGY VARIETY SHOW BY HNTV WHICH IS CHINA’S MOST INFLUENTIAL SATELLITE TV STATION FAVORED BY YOUNG PEOPLE. C. WE ALSO FILMED A DOCUMENTARY MY ROBOT APPRENTICE AND PUBLISHED IT ONLINE, FOLLOWING BY PRESS RELEASES AND KOL SOCIAL POST.
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THE EXECUTION/THE EXECUTION & CRAFT :
ONLY IN TWO WEEKS, THE ARTIST QIN LIGANG WITH THE INTEL "EAGLE SHOAL" PERFORMED THE CLASSIC SHADOW PLAY "WU SONG FIGHT TIGER" ON THE STAGE OF “MY FUTURE” ENTERTAINING TECHNOLOGY TV SHOW BY HUNAN TV WHICH IS CHINESE MOST INFLUENTIAL SATELLITE TV STATION FAVORED BY YOUNG PEOPLE. WE ALSO FILMED THE WHOLE PROCESS AS A DOCUMENTARY “MY ROBOT APPRENTICE” AND PUBLISHED IT ONLINE.
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THE RESULT :
67M ONLINE EXPOSURE (ARTICLES + VIDEO CLIPS) 350 MEDIA CLIPPINGS 27M TV SHOW ONLINE VIEWERSHIP TOP 1 MICRO-BLOG TOPIC LIST (ENTERTAINMENT CATEGORY) 430K SOCIAL ENGAGEMENT TOP 3 ENTERTAINMENT TV PROGRAM ON AUGUST 6TH, 2017. FOR THE FUTURE, AI TECHNOLOGY MAKES A NEW EXPLORATION FOR THE PRESERVATION, AND INHERITANCE OF TRADITIONAL CULTURE.
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