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Safely Feel The Real World X Volvo X Durex
Advertising
I just directed a five-minute short film, a cross-category collaboration between two major international brands: Volvo and Durex. The film is about a fantasy tour around 'Safely Feel The Real World', which was released on White Day on March 14 and has attracted tens of millions of views and discussions in China. 
我导演了一支五分钟的微电影《安全感受新世界》,杜蕾斯和沃尔沃汽车两个国际大品牌的跨界合作,围绕着“安全”展开了一场温柔刺激之旅,已经在2021年3月14日白色情人节发布,在中国引起上千万人的讨论关注。
                                                                  

    ——————

       Safely Feel The Real World for Volvo and Durex
Creative Agency:Amber Shanghai 
Director:Jody Xiong 熊超
                                         
                                                                   ——————

Challenge
001 condoms (thinness of 0.01mm) is the standard for ultra-thin in China. 
However, Durex arrived late to the category, only launching a 001 line after extensive R&D. For such a thin condom, ‘breakability’ is a top concern among target audiences (young adult males). To assuage safety concerns and justify itself as a 001 latecomer, Durex needed prove itself as the safest 001 condom on the market.

Cultural Context
In China, condom ads have many restrictions: no products can appear, nor can “association elements” such as beds. To convey Durex 001 on film, we designed symbolic motifs—an invisible forcefield protecting "001 Island” and animal pairs with sexual connotations in Chinese folklore. Additionally, Volvo’s brand perception has more instantly recognizable safety associations in the Chinese market.

Solution
Durex 001 collaborated with Volvo XC40 to co-release a short film. 
Colored in signature Durex 001 colors (black and gold), the animation follows a couple who wakeup from a VR simulated dream and escape to a safe reality on “001 Island.” 
In the visual narrative between the two brands,「safety」is a sexy and apparent benefit, one that allows us to approach intimacy and embrace reality. At the most critical moment in this film, In a very original way, 
a glass-like stomach and a metal esophagus are used to emphasize Volvo’s strong four-wheel drive, ground grip and other safety features. During the chase, there is an invisible force field that bounces the ape off twice emphasizing the security 
of the extremely thin Durex 001 condom.

Result
Launching on ‘White Lover Day’ (a Chinese holiday similar to Valentine’s Day), 
the film project went live for a total of seven days from March 12—19th, 2021. 
The film ran on the three largest social platforms in China—WeChat, Weibo and Douyin (Chinese TikTok), and was published on Durex and Volvo’s social accounts. 
This caused a sensation in the Chinese marketing industry where the common strategy is just to advertise directly on the selling point. A 5-minute, relatively long film gaining nearly ten million views on social media,it is a marvel.

Awards
Won a Bronze Statue at 2020/20121 Clio Health Awards
Won a Bronze Pencil and a Merit Awards at 2021 One Show
Won a Bronze Cube and a Merit Awards in 100th NY ADC 
Won a wood pencil at 2021 D&AD / Winning a pencil is really hard for Asian film /The most challenging and demanding creative award in world.  
Short Screenshots Pictures

安全感受新世界 X 杜蕾斯  X 沃尔沃

简报
001安全套是中国超薄的标准。 然而,杜蕾斯进入这一领域的时间较晚,经过广泛的研发才推出了001系列。
对于这样薄的避孕套,“易破”是目标人群(年轻成年男性)最关心的问题。为了缓解安全问题并证明自己是001的后来者,杜蕾斯需要证明自己是市场上最安全的001避孕套。

洞察
在中国,避孕套广告有很多限制:不能出现任何产品,床等“联想元素”也不能出现。为了在电影中传达杜蕾丝001,我们设计了一个无形的力场来保护“001岛”。此外,沃尔沃品牌有着更为广泛的安全认知在中国市场上。

执行
杜蕾斯001与沃尔沃XC40合作的微电影。以杜蕾斯001的标志色(黑色和金色)为背景,
讲述了一对情侣从虚拟现实模拟的梦境中醒来,逃到安全现实中“001岛”。
在两个品牌之间的视觉叙事中,“安全”是一个性感而明显的好处,它让我们接近亲密,拥抱现实。
这部短片最关键的时刻,以一种非常新颖独特的方式, 一个玻璃胃和一个金属食道,
强调沃尔沃强大的四轮驱动,以及强大的抓地力和其他安全功能。
在追逐的过程中,有一个无形的透明罩,将机械猿反弹两次,
体现了杜蕾斯超薄001避孕套的安全性。

结果
2021年3月14日“白色情人节”上推出, 微影从2021年3月12日至19日共投入使用7天。 
该片在中国三大社交平台微信、微博和抖音(中国TikTok)上播出,并在杜蕾斯和沃尔沃的官方社交媒体上发布。
 中国市场引起了轰动,通常的策略就是直接在卖点上做广告。
 而这部5分钟、相对较长的微电影在社交媒体上获得了近千万次的观看量,真是一个奇迹。

奖项
赢得一尊2020/2021年Clio克里奥铜雕像。 
赢得一支2021全球One  Show铜铅笔和一项佳作奖 。
赢得一座第100届纽约ADC铜方块和一项佳作奖 。
赢得一支2021年D&AD铜铅笔,全球最苛严、最受推崇、殿堂级的创意奖,对于亚洲的影片,获得铅笔是非常艰难。
代理商:Amber Shanghai 
导演:Jody Xiong 熊超
 






客户:杜蕾斯 & 沃尔沃汽车
代理商:Amber上海 
导演:熊超Jody Xiong 
制作公司:The Nine上海 
CG: Pafassion Lab 
Music: Syn Music 
Mix Music: Smile Studio 
TC:Node 3 Color Studio 
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Safely Feel The Real World X Volvo X Durex
319
2.9k
17
Published:

Safely Feel The Real World X Volvo X Durex

319
2.9k
17
Published: