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SUB CATEGORY :
EMERGING TECHNOLOGY & TECH-LED BRAND EXPERIENCE
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ENTRANT COMPANY :
TOPIC & LOONG, BEIJING
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TITLE :
A PEACE-CONNECTING PAINTING
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BRAND :
BAIDU ERNIE
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ADVERTISER :
BAIDU
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AGENCY :
TOPIC & LOONG, BEIJING
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EXECUTIVE CREATIVE DIRECTOR :
JACKY LUNG
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ART DIRECTOR :
JACKY LUNG/SHAN KONG/PINGYANG KONG
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COPYWRITER :
YUHANG LI
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ACCOUNT DIRECTOR :
LIPIN YIN
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OTHER CREATIVE CREDITS :
WENXIONG LEI
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CAMPAIGN SUMMARY :
Taiwan hasn’t reunited with China’s mainland due to long-term political confrontation since 1949. Similarly, a celebrated Chinese painting is also separated, that is Dwelling in Fuchun Mountain. Two halves of
the painting are isolated on each side of the Taiwan Strait, with a distance of 595 kilometers.
For this, we bring these two separated scrolls from museum to mobile phone, and fulfill the reunion of them. Using Baidu ERNIE AI technology, users can merge the separated paintings together with mobile phones.
The campaign has been widely covered by 421 media.
260 million people have read the topic on social media, and nearly 1 million people participated in the creation.
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CREATIVITY/IDEA/INSIGHT :
Taiwan hasn’t reunited with China’s mainland due to long-term political confrontation since 1949.
Similarly, a celebrated Chinese painting is also separated,
that is Dwelling in Fuchun Mountain, accomplished by Huang Gongwang
in 1350 during the Yuan Dynasty.
Unfortunately, the landscape painting was severed by fire into two halves by one of its collectors centuries ago. The central part of
the painting is lost forever.
At present, half of it is conserved at Zhejiang Provincial Museum
in Chinese Mainland while the other half, at Taipei Palace Museum
in Taiwan.
Two halves of the painting are isolated on each side of the Taiwan Strait, with a distance of 595 kilometers.
People have the strong emotions for the reunion of the painting as well as that of Taiwan and the Mainland, both by peaceful means.
How can we use AI technology to repair the missing part?
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STRATEGY :
As AI is the Next Big Thing, Baidu want to launch a campaign to allow people to experience the power of Baidu ERNIE, the AI technology,
and establish brand recognition in an easy and emotional way.
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EXECUTION :
For this, we bring these two separated scrolls from museum to mobile phone, and fulfill the reunion of them.
Using Baidu ERNIE AI technology, users can merge the separated paintings together with mobile phones at Huang Gongwang’s memorial hall.
With simple brush strokes, everyone can become a master of ancient Chinese landscape painting to paint the missing parts with their own hands.
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RESULT :
The campaign has been widely covered by 421 media,
including the national press, such as CCTV and People's Daily and also by media from Taiwan.
260 million people have read the topic on social media, and nearly
1 million people participated in the creation. Users share their creations and give good reviews.
With just simple lines, AI brush connects paintings and emotions peacefully.
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URL :
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