Cannes Contenders: JWT Beijing

In the lead up to next month’s Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…

Baby Back Home

JWT Beijing

In China, over 20,000 children go missing each year. Abducted not for ransom but sold into slave labour, prostitution, or a life on the streets as beggars. For the parents, hope to find their children in a country so big, is small. Baby Back Home helps families by publishing missing profiles on their website. Unfortunately, with little success. They desperately needed a more effective means to find these missing children. So we had an idea: To enable anyone who owns a smartphone to become an instant search volunteer just by taking a photo of a child they suspect may be lost or stolen. Our Missing Children APP will then compare it to Baby Back Home’s missing persons database to identify a match. With Face Recognition Technology, the result is almost instantaneous. We had turned a simple act of photo-taking into a chance to save thousands of children. In just one week, we had two long-awaited family reunions. And over 20,000 APP downloads.

Microsoft “Windows 8 Training Camp”

JWT Beijing

When Microsoft launched the Windows 8 operating system in Asia, they needed a campaign that would create buzz about the brand’s relevance and new upbeat image. After noticing that humorous and surreal viral videos of people learning special skills in private training camps had become extremely popular in Asia, JWT Bangkok and Microsoft decided to create their own. The campaign, called “Windows 8 Training Camp,” consists of three online videos. Each one takes an unexpected and lighthearted approach to demonstrating characteristics of Windows 8 such as “beautiful and fast” and “the power of touch.”

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