The Nine China + Insight Group create 12 meter high ‘Head’ Installation for AWE 2018
Vatti is a Chinese brand dedicated to high-end intelligent kitchen appliances. As an exhibitor at the Appliance & Electronics World Expo (AWE) held in March, Vatti was aiming to build a distinctive brand image during the expo. With advanced AI systems, Vatti’s kitchen appliances work smartly just like human brains.
“It’s more of a belief than a campaign,” said by Yuki Lu – the Chef Brand Officer of Vatti, “Consumers can be only touched by a brand’s strong belief and the excellent executive ability. They won’t buy it unless they believe the brand can really achieve something. We make the “BRAIN” to tell them we can do this. We can create any products that out of minds, and we will offer tailored solutions for all their kitchen life needs. Vatti strives to create the BRAIN — a thinking kitchen. As a Chinese Brand, we have a strong cultural confidence. We want to create more inspiring kitchen appliances for the world, which can lead the trend of global kitchen life.”
With that in mind, a bold idea was conceived. Joining forces with a couple of excellent local architects, The Nine China and Insight Group built a 12-meter-high ‘head’ installation. When the V-shaped automatic door opens, the audience can enter into the ‘head’ and get a full look inside. The audience would be stunned by a magical space which consists of thousands of polygon prisms, and the holographic animation projected onto the screen. In the holographic film, there is a virtual hero ‘Kungfu Water’ representing the cleansing power of water in Vatti’s dishwashers. Meanwhile, there are other holographic animals as symbols of leftover food and all kinds of stains on dishes. Through martial art movements, the ‘Kungfu Water’ powerfully rinsed a fish, which later spat out a chicken. The chicken then spat out a bullfrog and the list goes on. At the end of the film, the ‘Kungfu Water’ incarnated into a waterspout and unleashed its greatest power on an eel, and the eel spat out a clean white plate as the tagline ‘Wash Away Layers of Dirt’ faded in. With a sense of humor and exaggeration, the film showed the powerful cleaning function of Vatti’s smart dishwasher. The holographic video hall has also impressed audiences with Vatti’s high-end intelligent brand image.
The head installation attracted almost 300,000 visitors at AWE 2018, and it was reported by China’s national broadcaster CCTV. Soon after, the Intelligent Head was placed in the Zendai Himalayas Center and it has become a new landmark in Shanghai.
Credits –
Founder and Chief Creative Officer: Jody Xiong. Vice President: Cobe Liu.
Art Director: Jody Xiong. Copywriters: Candy Chen, Yixiao Chen, Hu Dong.
Artist: Jody Xiong. Sculptor: Xudong Lin. Designers: Jody Xiong, Samson Xing, Haotian Ji, Lingwei Hong, Beili Xue, Ray Pun. Animated Director: Joo Teoh. Animation Designers: Dai bin, Wu beibei, Li shaoxiang, Shang yin, Zhao haisheng, Li xiaoxian, Zheng kesi, Lian zhigao, Wang pan, Wu ming. Photographer: Wei Liu. Producer: Niki Xu. Music: Smile Studio, Emi. Production House: Gwantsi.
