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.

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