Case Video Link: https://www.youtube.com/watch?v=ZAt4ODdiflM&feature=youtu.be
The Intelligent Head was exhibited at the Appliance & Electronics World Expo (AWE) from March 8th to 10th, 2018.
Intelligent Head
Challenge
Vatti is a Chinese brand dedicated to high-end intelligent kitchen appliances. As an exhibitor at the Appliance & Electronics World Expo (AWE) from March 8th to 10th, 2018, Vatti was aiming to build a distinctive brand image during the expo.
Insight
With advanced AI systems, Vatti's kitchen appliances work smartly just like human brains.
Solution
With that in mind, a bold idea was conceived. Joining forces with a couple of excellent local architects, we built a majestic 12-meter-high 'head'. When the V-shaped automatic door opens, the audience can enter into the 'head' and get a full look inside. Audiences are stunned by a magical space which consists of thousands of polygon prisms, and the holographic animation we projected onto them. In the holographic film, we created a virtual hero 'Water Man', to represent the cleansing power of water in Vatti dishwashers. We also created other holographic animals as symbols of leftover food and all kinds of stains on dishes. Through martial art movements, the 'Water Man' powerfully rinsed a fish, which later spat out a chicken. The chicken then spat out a bullfrog, which spat out a pig. Then the octopus came out of the pig's mouth and spat out a goose, the goose spat out a cow and the list goes on. At the end of the film, the 'Water Man' incarnated into a waterspout and unleashed its greatest power on an eel, and the eel spat out a clean white plate as the tagline 'Wash Away Layers of Dirt' faded in. With a sense of humor and exaggeration, the whole animation showed the powerful cleaning function of Vatti's smart dishwasher and impressed audiences with its high-end intelligent brand image.
Result
300 thousand people have visited and experienced the installation at AWE 2018.
39% increase in the brand awareness.
500 media covered the campaign
The installation has become a new landmark in Shanghai.
China’s national broadcaster CCTV has covered the campaign.
华帝“智慧大脑”
挑战
华帝电器是中国“高端智能厨电”品牌。作为2018年3月8日至3月10日中国家电及消费电子博览会AWE的参展商，它希望创造一次与众不同的品牌传播。
华帝电器是中国“高端智能厨电”品牌。作为2018年3月8日至3月10日中国家电及消费电子博览会AWE的参展商，它希望创造一次与众不同的品牌传播。
洞察
华帝的厨电产品拥有先进的人工智能系统，就像人类的智慧中枢大脑。
华帝的厨电产品拥有先进的人工智能系统，就像人类的智慧中枢大脑。
创意
因此我们诞生了一个大胆的想法，联合建筑师建造了一座高12米的“智慧大脑”。当V形自动舱门缓缓开启，观众便能进入“大脑”内部，迎接他们的将是一个由无数多棱镜组成的奇幻空间，以及全息投影带来的视觉盛宴。影片中我们创造了一个洗碗机中的‘水人’，幻化成功夫及动作冲洗代表污垢的食材动物。冲洗鱼吐出鸡，鸡吐出牛蛙，牛蛙吐出猪，猪吐出章鱼，章鱼吐出鹅，鹅吐出牛…最终在‘水人’旋风般的力量下，鳗鱼吐出一只干净的白色餐盘。通过幽默和夸张的形式，体现出华帝洗碗机“洗净层层污垢”的强大功能，让人们从大脑建筑中感受到了华帝“高端智能厨电”的品牌魅力。
因此我们诞生了一个大胆的想法，联合建筑师建造了一座高12米的“智慧大脑”。当V形自动舱门缓缓开启，观众便能进入“大脑”内部，迎接他们的将是一个由无数多棱镜组成的奇幻空间，以及全息投影带来的视觉盛宴。影片中我们创造了一个洗碗机中的‘水人’，幻化成功夫及动作冲洗代表污垢的食材动物。冲洗鱼吐出鸡，鸡吐出牛蛙，牛蛙吐出猪，猪吐出章鱼，章鱼吐出鹅，鹅吐出牛…最终在‘水人’旋风般的力量下，鳗鱼吐出一只干净的白色餐盘。通过幽默和夸张的形式，体现出华帝洗碗机“洗净层层污垢”的强大功能，让人们从大脑建筑中感受到了华帝“高端智能厨电”的品牌魅力。
结果
大脑建筑在2018年AWE展会上，吸引近30万人次参观与体验。
超过500个媒体主动报道此次传播战役，包括中国最权威的CCTV。
品牌知名度提高了39%。
超过500个媒体主动报道此次传播战役，包括中国最权威的CCTV。
品牌知名度提高了39%。
整合装置、建筑、空间、全息品牌影片、娱乐、事件传播，微信公众号十万加。
2018年3月12日，安置在喜玛拉雅美术馆中心广场，位列于日本建筑师藤本壮介作品旁边，成为上海地标性的装置和建筑。
China’s national broadcaster CCTV has covered the campaign
Inside the head, there is a magical space which consists of thousands of polygon prisms and the holographic animation.
The Installation was placed in the Zendai Himalayas Center after the exhibition.
Client: Vatti China
Creative Company：The Nine X Insight Group
Credits - Founder and Chief Creative Officer: Jody Xiong. Vice President: Cobe Liu. Art Director: Jody Xiong. Copywriter: Candy Chen, Yixao Chen, Hu Dong. Artist:Jody Xiong. Architect: yunsheng Su. Sculptor: Xudong Lin. Designers: Jody Xiong, Samson Xing, Haotian Ji, Lingwei Hong, Beili Xue, Ray Pun. Animated Director: Joo Teoh. Animation designers: Dai bin, Wu beibei, Li shaoxiang, Shang yin, Zhao haisheng, Li xiaoxian, Zheng kesi, Lian zhigao, Wang pan, Wu ming. Photographer: Wei Liu. Producer: Niki Xu. Music: Smile Studio,Emi. Production House: Gwantsi.
2018 The LIA Chinese Creativity Show 2 Gold ; 2018 Longxi Awards 1 Best and 1 Gold; 2018 China 4A 2 Gold; 2018 Guangdong International Advertising Creative Festival 1 Grand Prix; 2018 Times Chinese Awards 2 The Best. 2018 China Advertising Festival 2 Gold.
