Kat Tan

A mobile phone add-on that lets you enjoy your music on any player, and helps keep you safe and aware on the road. It automatically syncs with your current location using GPS to detect critical areas and decreases the music volume as you approach busy road intersections. The volume reverts to the previous level once the potentially dangerous intersection is cleared.

Given the increasing focus on healthy lifestyles in China’s stressful cities, Under Armour sees its opportunity among Chinese consumers who are adopting an increasingly professional attitude to training off the court, in the gym, at home and in the office.

We documented these films of the “One More+” campaign, which features the China 3x3 basketball men & women national teams, parkour expert (Zhao HongGang), yoga instructor (Rosie) and street dancer (YeYing) who represents the popular sports in China these days.

Under Armour believes that anyone who has a passion for sports is an athlete. So we want to broaden the idea of “athlete”, pass this belief to whoever has a passion for sports, and encourage them with the “One More+” spirit.

In the last three years, 69% of GenZs in China have lost confidence in their ability to control their destinies. They feel helpless and desperately yearn for change. They need someone to lead the charge and break through the status quo.

In Chengdu, home to one of China’s youngest city populations, a revolutionary 3D viewing experience is making waves. It showcases Jordan's ambassador and former China National Player, Guo Ailun, weathering attacks from his critics. Despite public ridicule and self-doubt, Guo rises above these challenges, transcending limitations to achieve greatness.

Nike Inc. X T-mall Super Brand Week

GenZs in China are glued to their mobile phones on an average of over 8 hours a day. Online shopping takes up a huge percentage of that time. As a brand that believes in the importance of movement and physical activity, we need to find a way to hack this sedentary lifestyle.

We invited shoppers to a whimsical and imaginative virtual space called the "Nike Sports Wonderland". Here, they could explore freely, unlocking limited edition Nike kicks and interacting with elite Chinese athletes. Moreover, by participating in mini-games that required finger movements, deep breathing, and smiling, they could win coupons for the latest Nike gear.

More importantly, the campaign has successfully encouraged participants to engage in physical activity. Visitors accomplished at least 30 seconds of finger tapping, practiced 45 seconds of box-breathing, and smiled intensely for 40 seconds. These activities released enough endorphins to keep them alert and refreshed for the next 30 minutes.

Nike's innovative approach to hijacking China's number one pastime has been hailed as a success, demonstrating the brand's commitment to promoting fitness and well-being among the younger generation.

Anessa is poised to introduce a new brand ambassador Nazha who is a rising star celebrity. The challenge is how to introduce her story as an actress and how Anessa is empowering her for success in her career.

To create interest in this ambassador, the agency focused on creating interest in her inner being, rather than her famous outer persona. Facts persuade but ultimately emotions connect. Rather than launching a glamorous web film to announce the brand ambassadorship, the agency felt that an authentic heartfelt story about her and her struggles in her industry may be a more moving piece. Vulnerability and authenticity beat a shallow superficial presentation anytime. 

The agency interviewed the celebrity on the harshest comments she has received during her younger days career, her career setbacks and weaved a beautiful story about rising from setbacks, learning from mistakes, fought back self-doubt and focusing on a personal path to growth and empowerment

"Shine" stands for prestige, glory, and beauty. But on the other side of "Shine" is also pressure, controversy, and self-doubt. Under the glaring light, it’s easy we don’t see these negative side.

Anessa as the sun protection brand and we understand the "damage under the sun". We see the opportunity and want to encourage and support Gen Z to stand in the sunshine, be aware of the potential threat, while you embrace the glory, praise, and accept your own beauty. Let you bravely stand in the light of day.

Shu Uemura, a brand that is so rich in heritage. The name of a man ahead of his time. A beauty innovator who is always pushing the boundaries to bring joy through beauty.

Shu Uemura will launch its Shenzhen flagship store. It’s an opportunity to bring the “Art of Beauty” from Tokyo to China and inspire the new generation who is living it out full of passion and self-expression in Shenzhen, China.

AKQA Shanghai collaborated with Shu Uemura to create three fully connected experiences representing "Play", "Create" and "Master" the art of beauty. The journey starts with a digital assistant within a WeChat Mini Program from a little miss- "Kokeshu", a personalizable digital assistant that will be each visitor’s companion across the floor. It invites them to write and illustrate their character in a perpetual Wall of Shu; trying on different signature looks from past to future with Beauty ID; and signing it off with a custom palette maker from the Color Atelier powered by L'Oreal's Modiface technology.

The journey doesn't end there, it continues online as it and grows with the audience and is always there to suggest beauty tips, products and create sharable moments for members.

The environment around us can have a profound impact on our skin. Different environmental influences can negatively affect your skin without your knowledge. Often, these threats are invisible to the naked eye, silently causing damage without our knowledge.

Utilizing the power of thermal imaging, we've managed to create a stunning visual representation of these invisible skin threats. This cutting-edge technology allows us to see what the naked eye cannot, offering a glimpse into the hidden world of skin health.

20 illustrators, 50 painters, 981 cans & 465 colors of Nippon Paint, and 1,500 man-hours, we added color to brighten the city’s spirits.

Each of the 5,120 meters long, 100% hand-painted murals celebrated the Colorful Side of Life in Beijing, through uniquely Chinese themes. A new mural was installed every 5 days over the course of a month.

Proving that colors really can bring happiness to life.

We created a simple interactive game where the invisible world of germs comes alive! The best way to teach children is through play, so using a Kinect sensor and a laptop projection system we brought germs to life to teach them hand hygiene.

In China, Moms worry about getting out-of-control especially when it comes to their children and germs on their garments.

Ariel Liquid Detergent wanted to launch their latest technology from Japan, one that gives you long lasting germ prevention on your garments. As laundry is a very low involvement product, we need to have an idea that appeals to our Moms and their children, connecting them to our brand.

We created an Ariel Green Bear that symbolizes a “Bear Kid (熊孩子 Xióng Hái Zǐ)”, a popular social term in China to describe lovely but naughty children. Chinese Moms in particular refer their children as “Bear Kids” in the social world.

We first launched an online video that showcases our “Bear Kid” going through a series of torture tests in the science lab.

Beyond that, we extended this idea by creating an Opening Box experience. When Moms purchase our detergent in China’s eCommerce platforms, they will discover our Ariel Green Bear soft toy in the box.

We take this opportunity of the online video to further maximize our idea into eCommerce to drive sales.

Decathlon believes the family unit should be where a love for sports is born, so we launched a winter story that we believe would touch any parent.

Following ‘love’, ‘independence’ is a child’s next life stage, and it’s one that many parents find the most challenging to gel with their natural protective instincts. “Papillon” is one such tale of a father learning to let go.

Today's sports environment is filled with advertising messages and brainwashing from various brands. Practice must be hard. Victory means going for the gold. Your path to success means a lonely road. Why make sports so competitive and painful?

Instead of being defined by loneliness, hardship and difficulty, sports should be something that suits people and their passions. Your sports should be about you.

Presenting Decathlon’s philosophy of ‘Sports for the Many’. With products across more than 80 sports at accessible prices, Decathlon seeks to help Chinese consumers to enjoy their favorite sports in different locations with more options to choose from.

Hence Decathlon’s #ThisIsMySports

Shanghai Marathon returns in 2022 after a two-year pause because of the COVID-19 pandemic. Doubts and desires fill the hearts of runners eager to regain their peak form.

Nike NRC charges forward, unveiling a series of documentary films that go beyond providing answers. With insights from NRC coaches, experts, pacers, and the tenacious Dark Horses Club, these films aim to ignite your inner strength. They equip you with adaptable training blueprints and instill a mindset that empowers you to become your own best coach.

From Whisky Icon to Cultural Icon

We introduced The Chivas Collective: Staged in a custom-build pop-up loft in Shanghai’s leading nightlife center on The Bund. Chivas played the role of cultural curator, showcasing our spirit of “Tap the Untapped”. This invitation-only event involved everything from drink to music to film to art, design and fashion.

Although only 9,000 VIP guests could experience this phenomenal event in-person – thus enhancing its elite nature – it was designed to be shared across various platforms, with continuing media coverage, and could be experienced live online.

This Winter, Sands Macao offers you a year-end splurging experience that best rewards all your hard work in the year.

In an exciting blend of sports and science, NBA and Caltrate join forces to create a unique animated film featuring basketball legend, Tracy McGrady “T-Mac”. The collaboration aims to inspire kids about growth in a fun, engaging way.

This creative venture transforms learning into a fun-filled experience, encouraging kids to actively take charge of their health and aspire to reach their full potential, just like their favorite NBA stars.

We wanted young girls in China to enjoy more of life’s possibilities with their beautiful smooth hair even in summer. We are encouraging girls to go out and have fun in the summer with Rejoice’s signature hair dance.

Hair is more beautiful when it flows smoothly.

Flow is a celebration of duality: stories about women and stories about hair and how they both flow through life.

Each story shows a woman in two scenes, telling the story of how she is as at ease in one scenario as she is another.

At the heart of each story is a truth or social tension which young women will recognize and identify with.

The Role of Hair: In each of the story we use scenes in which her hair plays a part in helping her be appropriate for different moments in her life. In formal moments, it is up in a ponytail or bun. In more relaxed situations it is down and free. By changing how she has her hair we show how she ‘flows’ through life.

Her hair helps her successfully live her life on her own terms, truthfully and authentically.

The tonality of the copy lines is very important. It’s playful and knowing. It’s written as a conversation between two friends. It’s a bit cheeky and zesty. It puts a fun and unexpected spin on each scene.

In Chinese tradition, we believe in “New year, New Life”. The 1st ray of sunlight symbolizes the luck to a bright New Year while waving goodbye to the past. With the poor air quality nowadays, people crave for beautiful sunlight on the first day of the New Year more than ever.

Starting the year with Minute Maid as it absorbs sunshine natural goodness, which we need for the greater year to come. It brings good luck and a great new beginning for life.

Quick Response Real-Time Stunt

In December 2013, Shanghai’s AQI surpassed 700.

We couldn’t stop the smog, but we could turn on people’s inner brightness.

In less than 24 hours, we built Minute Maid Pulpy suns as a real-time stunt. We inflated 6,000 iconic orange balloons to create 4 huge, happy suns and took them to heavy traffic areas all around Shanghai where they ignited a spark in thousands of people.

By exhibiting a series of intricate art, Potato Koi, Pear Dragon & Cucumber Crane in the showroom, bulthaup demonstrates how the precision of their knives elevates everyday food preparation to a whole new level of artistry.

When you have a single-minded campaign thought, you must send the army, air force and navy to fight tooth and nail to keep it that way. Kudos to those who made it happen, and especially to all others who did not stand in our way - we couldn't have done it without you.

We wanted to remind people that their insatiable desire for paper is one of the foremost causes of deforestation, and thus, animal extinction.

To make our message immediate and inescapable, we decided to use the product of deforestation's medium for the message. You can't ignore the connection between everyday paper use and animal extinction if their blood is literally on your hands.

Golf. A centuries old sport rich in tradition, played and loved all over the world, except in China. Chinese people think golf is a sport reserved only for the rich and don’t know their birdies from their hole-in-ones.

That is the problem facing HSBC Champions, the most coveted golf tournament outside of the US.

They needed help to get China excited about this prestigious golf tournament, and make this year’s China Champions the most anticipated in its history.

So how do you get Chinese people excited about the HSBC Champions?

Simple, we turned the country into the world’s biggest golf course.

We created a simple yet engaging game (H5) for mobile devices that everyone in China can participate in. From anywhere in China, they could use their mobile devices to take a swing towards SheShan Shanghai, the venue of the Champions. The closer their ball got to the venue, the higher their chances of winning prizes.

With each swing, the H5 would show them where the ball landed in China. To make this as accurate as possible, we used their mobile phone’s geolocation capabilities to track where they were and which direction they swung in.

The idea that they could play as one of the international players across one giant golf course proved to be a sensation.

Soy sauce is one of the most competitive products in the Chinese market especially during the peak period of Chinese New Year.

The task was how can we make a strong stand out among the others during this busy occasion to drive sales.

The beauty of the Shin Ho’s soy sauce bottle comes with the shape of a body figure, and we wanted to dress up the bottle to give it a new look for this new year.

So, we collaborated with artists and fashion designers to design 3 different aprons to give the bottles a completely new look and we also made the physical aprons as a limited-edition gift pack.

A good friend of mine owned a store of selling retro furniture and home furnishing.

He asked me a favor to come out with an in-store display idea to jazz up the place. I thought in1960s was about hippie's subculture, their love of life and freedom.

So, I had this thought of what if we show the visitors about the hippies' subculture by having life-sized cardboard cutouts of the silhouette of people interacts with the furniture. Oops, I mean “making love” on the comfort of the furniture.