Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Intelligent head' by The Nine China

The Nine China's interactive exhibit for intelligent appliance maker Vatti took consumers into a brand's head, instead of the other way around.

2018 Cannes contenders: 'Intelligent head' by The Nine China
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: Intelligent Head
Agency: The Nine China (Shanghai)
Client: Vatti

Nominated by:

Tomaz Mok, co-founder, Match

It’s a piece of art, a sculpture, a building, an exhibition and a consumer experiential center. This building was installed at the Appliance & Electronics World Expo (AWE) in Shanghai, the largest trade fair of its kind. It’s certainly eye catching being located at the center of the exhibition compound.

What’s interesting is the consumer experience once you got inside the ‘intelligent head’—a close encounter with Vatti kitchenware appliances with an unexpected creative video. It attracted 300,000 visitors and 500 media. The experience is unique and original; the whole creation and installation is a combined effort of advertising creatives, sculptor, architect and engineers. This sculpture is now displayed at the Zendai Himalayas Center, truly a new landmark in Shanghai.

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