TBWAHakuhodo Beijing taps Hollywood to create ‘Dream Escape’, a seven-minute microfilm promoting the Infiniti QX50, and starring Zhou Xun (Cloud Atlas) and her husband Archie Kao (CSI).
Shot entirely on location in and around Kao’s hometown of Los Angeles, the film tells the story of how the couple fell in love. Hollywood A-list director Juame Collet-Serra, who has worked on projects like Run All Night, Non-Stop, Unknown, and Orphan, teamed up with award winning cinematographer Phedon Papamichae for the production.
The film is the first time Ms Xun and Mr Kao’s real-life love story has been told. From the studios of Hollywood, to the breathtaking Red Rock Canyon, to the romantic Malibu Beach, we are taken on their intimate and moving journey of love and discovery.
The innovative, content-driven campaign is specifically designed to reach young, affluent couples that have moved away from traditional media habits to more social, mobile and outdoor media.
The campaign launched with a news leak from Hollywood Todayreporting that Zhou Xun and her husband Archie had disappeared from the set of their latest project in Hollywood. The report features a harrowing chase between paparazzi and the couple as they escape the city.
The microfilm was launched on WeChat, Youku, iQiyi, Douban and Netease.
Within the first week, the campaign has achieved more than 150 million impressions, including 20 million videos views, over 2 million comments, 500,000 likes and 15,000 test drive registrations.
Through creating other content driven campaigns including ‘Dad, where are we going?’, ‘Amazing Race’ and ‘Bite of China’, TBWAHAKUHODO has helped Infiniti achieve a stunning 74 per cent increase in sales last year.
Managing Director: Dean Sciole
Group Creative Director: Bamboo Ye
Associate Creative Director: Hu Zhen Huan
Copywriter: Zhang Yue Wu
Traffic: Lina Zhang
Head of Planning: Gordon Wu
Strategic Planner: Carrie Zhang
Account Director: Cynthia Chang
Account Executive: Max Wang
Account Executive: Theodore Huang
Producer: Jane Zheng
Director: Juame Collet-Serra
Director of Photography: Phedon Papamichael
Photographer: Chen Man
Production Company: Puck Productions, Los Angeles
Special Effects: Logan and Sons, Los Angeles
Color Grading: Technicolor, Los Angeles