{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF GUERRILLA MARKETING & STUNTS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"PUBLICIS ADVERTISING CO., LTD SHANGHAI BRANCH, SHANGHAI","is_link":false},{"keyword":"TITLE","content":"HEINEKEN F1 RIVER RUN","is_link":false},{"keyword":"BRAND","content":"HEINEKEN","is_link":false},{"keyword":"ADVERTISER","content":"HEINEKEN MANAGEMENT (SHANGHAI) CO., LTD","is_link":false},{"keyword":"AGENCY","content":"LEO, SHANGHAI","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"KELLY PON (PUBLICIS COMMUNICATIONS SHANGHAI)","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"TIEXIN LI","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"ZIZI SHI","is_link":false},{"keyword":"ART DIRECTOR","content":"OWEN OU","is_link":false},{"keyword":"COPYWRITER","content":"IKKI WANG","is_link":false},{"keyword":"AGENCY PRODUCER","content":"HAZE ZHU","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"CENRI CHEN","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"SIMON ZHAO","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"LEAH MA","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"PRODIGIOUS, SHANGHAI","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"RAN YIN","is_link":false},{"keyword":"DIRECTOR","content":"NIKOLA STEFANOVIC","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"LIANG LU FAN","is_link":false},{"keyword":"CAMERAMAN","content":"YANG ZHEN TING\/CUI YOU ZHONG\/LIU BANG PU","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"RAN YIN\/AVRIL HE\/GEOK LEM","is_link":false},{"keyword":"FILM PRODUCER","content":"ARNOLD LIU","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"PRODIGIOUS, SHANGHAI","is_link":false},{"keyword":"EDITOR","content":"LIAM CHEN","is_link":false},{"keyword":"POST PRODUCER","content":"VIOLET SHAO","is_link":false},{"keyword":"SPECIAL EFFECTS COMPANY","content":"PRODIGIOUS, SHANGHAI","is_link":false},{"keyword":"VISUAL EFFECTS","content":"YAN DAI","is_link":false},{"keyword":"CG SUPERVISOR","content":"PAOLO GNONI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"For years, F1 in Shanghai was a \"silent roar\"—a spectacle confined to a remote track, leaving the city’s heart untouched. While the world saw Monaco or Singapore where the race is the city, Shanghai’s fans were relegated to being screen-watchers. As the Title Sponsor of the F1 Chinese Grand Prix, Heineken held the keys to the kingdom, but we realized a logo on a track wasn't enough. We didn't just have the right to show up; we had the responsibility to bridge this emotional and geographical divide.\r<br>\r<br>Our aim was to dismantle the \"exclusivity\" of the sport and prove that F1 belongs to the city. We leveraged our status as the event’s primary partner to move beyond traditional sponsorship, reframing our presence as a City Legacy project. By shifting from a commercial pitch to a celebration of Shanghai’s identity, we convinced the government to turn their most iconic public spaces into a stage. We brought the \"unreachable\" into the city's veins, transforming the historic Suzhou Creek into a real-life F1 track, finally allowing millions to not just see the race, but truly feel it.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"For years, a silent wall stood between F1 and the heart of Shanghai. To the local \"Shanghainese,\" F1 was a \"glamourous stranger\"—a spectacle of speed and status that showed up at a remote track miles away, far from the city's daily life. While the world saw Monaco or Singapore where the race is the city, Shanghai’s fans were relegated to being screen-watchers. The passion was palpable, but the access was gate-kept by geography. This created a lingering feeling that the \"real\" party was happening somewhere else, leaving millions of locals disconnected from the sport’s adrenaline.\r<br>Our aim was to dismantle this barrier by proving that F1 belongs to the streets, not just the circuit. We stopped treating the race as a private event and began treating it as a City Legacy. By reframing our strategy from a commercial brand pitch to a celebration of Shanghai’s own identity, we secured the \"unprecedented\": the keys to the city’s most iconic waterways. The idea was to physically and emotionally hijack the city's commute—transforming the historic Suzhou Creek into a living, breathing F1 track, finally making the \"unreachable\" sport an unavoidable shared passion for every resident.","is_link":false},{"keyword":"STRATEGY","content":"Our strategy was to bypass traditional media inflation by turning the city’s geography into our broadcast channel. In Shanghai, the most iconic landmarks—the Suzhou Creek and Huangpu River—are strictly non-commercial zones. To reach our audience of urbanites who were emotionally disconnected from the distant race track, we had to stop acting like a buyer and start acting like a builder.\r<br>As the Title Sponsor, we didn't pitch a media buy; we pitched a City Legacy Project. By reframing our presence as a platform to celebrate Shanghai’s identity, we convinced the government to unlock these \"impossible\" public spaces. This turned the winding river into a real-life F1 track and the city skyline into a Heineken-green gallery.","is_link":false},{"keyword":"EXECUTION","content":"We turned the \"impossible\" into a city-wide reality through a multi-sensory takeover. The execution was orchestrated in three defiant acts:\r<br>1. The Liquid Track: We transformed the winding Suzhou Creek and Huangpu River—the soul of Shanghai—into a real-life F1 track. In a world-first, we brought an actual F1 racing car to the riverfront, creating a visceral spectacle that brought the roar of the remote circuit into the city's veins.\r<br>2. The Cultural Symphony: To elevate the brand from a sponsor to a cultural conductor, we staged a synchronized performance featuring an orchestra on a floating barge and a massive drone show lighting up the sky. This wasn't just a race; it was a high-octane celebration of Shanghai’s landscape.\r<br>3. The Green Horizon: We painted the town green—literally. By securing unprecedented government permission, we illuminated the city’s most iconic landmarks, including the Oriental Pearl Tower, in \"Heineken Green\". This turned the entire skyline into a branded canvas, triggering a social media frenzy that saw 18.4 million fans documenting the city’s transformation.","is_link":false},{"keyword":"RESULT","content":"The \"unbuyable\" media strategy translated into unprecedented scale and commercial success:\r<br>• The Digital Roar: The campaign ignited a social explosion, garnering over 5.68 Billion impressions and a staggering 18.4 Million+ pieces of UGC social volume.\r<br>• The Physical Takeover: Our transformation of the city’s skyline and waterways achieved a total outdoor reach of 2.89 Billion, effectively turning every resident into a spectator.\r<br>• The Commercial Breakthrough: Most importantly, this cultural resonance fueled a 14% Year-over-Year sales growth during the event period, proving that purpose-driven creativity drives the bottom line.\r<br>We succeeded by moving from the periphery to the center. Heineken didn't just sponsor the F1 Chinese Grand Prix; we ignited a city’s passion and transformed a brand activation into a historic cultural showcase.","is_link":false},{"keyword":"URL","content":"http:\/\/t.cn\/A6BWS7Ca ","is_link":true}],"files2":[{"name":"ME13_004.mp4","type":"mp4"},{"name":"ME13_004_DI01L.jpg","type":"jpg"}],"count":2}