Client: Budweiser China
Client: Budweiser China
Creative Strategy • Creative Direction • Art Direction • UI Design
Creative Strategy • Creative Direction • Art Direction • UI Design
3D Selfie
3D Selfie
3D Selfie
Background
Budweiser wanted a way to engage the Chinese audience and establish a dominant presence in China's EDM scene. Consequently, they devised an above-the-line campaign that centred on the notion of EDM enthusiasts donning elaborate costumes to fully express themselves. However, they soon realised that video commercials and print ads would be insufficient to penetrate the exceedingly crowded media landscape prevalent in China.
Background
Budweiser wanted a way to engage the Chinese audience and establish a dominant presence in China's EDM scene. Consequently, they devised an above-the-line campaign that centred on the notion of EDM enthusiasts donning elaborate costumes to fully express themselves. However, they soon realised that video commercials and print ads would be insufficient to penetrate the exceedingly crowded media landscape prevalent in China.
Solution
Following extensive research, my team and I identified that taking selfies and sharing them on social media was a burgeoning trend. I decided to integrate this consumer behaviour with Budweiser's campaign concept.
By collaborating alongside MediaMonks, we successfully created China’s first mobile engagement that leveraged WebGL technology on WeChat. All the audience needed to do was to upload a selfie and watch it come to life in a series of 3D music visualisations. This animation could then be shared directly through to social platforms, thereby magnifying the campaign's outreach.
Solution
Following extensive research, my team and I identified that taking selfies and sharing them on social media was a burgeoning trend. I decided to integrate this consumer behaviour with Budweiser's campaign concept.
By collaborating alongside MediaMonks, we successfully created China’s first mobile engagement that leveraged WebGL technology on WeChat. All the audience needed to do was to upload a selfie and watch it come to life in a series of 3D music visualisations. This animation could then be shared directly through to social platforms, thereby magnifying the campaign's outreach.
Case Study
Case Study
User Flow
User Flow
3D Models
3D Models
On-Ground Activation
On-Ground Activation
Achievements
• 2,029,482 engagement • 383,350 3D videos rendered • First use case of WebGL technology to create 3D animation directly in WeChat • FWA Mobile of The Day • Gold in DMA ASIA ECHO Awards
• 2,029,482 engagement • 383,350 3D videos rendered • First use case of WebGL technology to create 3D animation directly in WeChat • FWA Mobile of The Day • Gold in DMA ASIA ECHO Awards