CANNES CONTENDERS: McCann Worldgroup China

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Everyone is an amazing book
Amazon
McCann Shanghai

As China is a mobile-first country, consumers prefer mobile apps for news and literature over physical books. Books have fallen behind in people’s attention. Amazon, therefore, launched an interactive mobile game, “Everyone is an amazing book!”, using the Myers-Briggs Type Indicator (MBTI) test of 16 personalities to match players with 16 must-read book titles.

Each choice the player makes during the game reveals more about them, enabling Amazon to match the player with a unique book title and a personalized poster, inspiring the player to learn more about themselves, purchase a new book and enjoy it immediately.

Breath of Life
GlaxoSmithKline
McCann Health China

In China 100 million adults are affected by Chronic Obstructive Pulmonary Disease (COPD), but less than 7% are properly diagnosed. So McCann Health turned the mobile phone into a COPD self-testing tool.

This is the first ever COPD self-testing tool on WeChat. By collaborating with a Pulmonologist and a popular Chinese blowing-ink artist, we created a self-test tool that is interesting to use and sharable for spreading awareness. If users achieve a breath test score of less than 70%, the tool alerts them to undergo a hospital check-up. Users can share their bespoke tree artwork on social media to encourage more people to self-test.

We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.