Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Drive on: Return to Kekexili' by JWT Shanghai

Shell Helix brought filmmaker Lu Chuan back to this remote region in a cinematic brand activation.

2018 Cannes contenders: 'Drive on: Return to Kekexili' by JWT Shanghai
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Drive On – Return to Kekexili
Agency: JWT Shanghai
Client: Shell Helix

Nominated by:

Tomaz Mok, co-founder, Match:

Given an extremely cluttered market in China, a brand needs a way to truly resonate with Chinese consumers. This unique social campaign “Drive On” highlights the 51st world heritage site Kekexili, with the filmmaker Lu Chuan, whose movie once brought to the public attention of this conserved area 15 years ago. The journey is introduced by Lu Chuan, revisiting his personal guests who helped to make the movie famous. The buzz continued with live-telecasted on-ground activations. A unique place, a creator and his supporters, a memorable and meaningful journey; indeed, it’s a beautiful brand-activation campaign.

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.