Awards » Cannes Lions » Lions Entertainment 2017

Lions Entertainment 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.

 

Lions Entertainment

21 - 22 June 2017

Final entry deadline: 20 April 2017.

Building brands in popular culture

The entertainment model is evolving. How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright, but uncertain. Who will win and who will lose? Forward-thinking people from across the entertainment, commercial and creative communities are inventing new ways to leverage the power of popular culture to build brands. They represent talent and entertainment franchises as well as labels, studios, platforms and publishers. 

That’s why Cannes Lions launched Lions Entertainment in 2016. Across two days during the main Festival week, a new and different crowd gather in the Palais to discuss the creation of culture that has commercial impact. Inquisitive clients come to seek out partners with extraordinarily deep insight into how people live and shop, so they can use this knowledge to elevate their brands. Film producers, record label execs, TV commissioners, sports promoters and gaming entrepreneurs rub shoulders with global brands and a new breed of creatives.

Lions Entertainment 2017 Silver winners

Alice’s Wedding

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Industry Cars
Media Film
Market Taiwan
Agency Havas Worldwide Taipei
Chief Creative Officer Fish Chen
Creative Director En Chang
Art Director Nilson Tung
Copywriter Fish Chen
Production Greatland Film
Released November 2016

Awards

Clio Awards 2017
Branded Entertainment Product/Service: Film - Scripted Gold

Credits & Description

Title: Volvo Alices Wedding
Agency: Havas Taiwan
Brand: Volvo Cars
Country: Chinese Taipei
Entrant Company: Havas Taiwan
Advertising Agency: Havas Taiwan
Media Agency: Havas Taiwan
Production Company: Havas Taiwan / Big Bang & Fuzz, Taipei City / Thehoneydrippers, Taipei City / Greatland Films, Taipei / Mindbiz Post, Taipei
Chief Creative Officer: Fish Chen (Havas Taiwan)
Copywriter: Fish Chen
Creative Director: En Chang (Havas Taiwan)
Art Director: Nilson Tung (Havas Taiwan)
Group Account Director: Kevin Ho (Havas Taiwan)
Associate Account Director: Agatha Ho (Havas Taiwan)
Digital Planner: Roddy Hsieh (Havas Taiwan)
Account Executive: Felicia Hsueh (Havas Taiwan)
Film Production Company: Greatland Films, Taipei
Director: Lo Ging-Zim
D.O.P/Cinematographer: Aj Lin
Gaffer: Liang Wen-Tai
Executive Producer: Huang Yu-Ming
Post-Production Company: Greatland Films, Taipei
Special Effects Company: Greatland Films, Taipei
Sound Production Company: Mind Biz Multimedia Technology Corporation, Tokyo
Sound Designer: Mind Biz Multimedia Technology Corporation
Music Composer: Thehoneydrippers/Big Bang & Fuzz
Music Arranger: Mind Biz Multimedia Technology Corporation
Synopsis:
"Volvo For Love" emotionally interprets the core value of the brand, "We Put People First.” The story “Alice’s Wedding” starts from a little beautiful girl, Alice, who was often the popular wedding flower girl of the town. She lived a fairytale-like life under her father’s protection. However, years later, her mother died and father suffered from Alzheimer’s, the fairy tale nearly shattered. Still, Alice vowed to guard the family, passing down her father’s unconditional love across generations.
Relevancy:
For Consumers, what loaded on the cars are not just a trip but the family, the memories, and even the non-stopping cross-generation love. VOLVO hopes cars can be the family members which guard love, not just tools for moving use. Therefore, the fairy tale of reality shows, which reveals the love can’t be wiped out between a father and his daughter. Before releasing, the film attracted people’s eyes as a movie trailer on TV and Facebook. The film "Alice's Wedding" then deeply moved the consumers and brought about more than 30,000 shares and messages.
Outcome:
- 1,000,000 Views within 24 Hours- Over 5,000,000 Views in the First Week- Over 38,000 Facebook Shares- Number of Showroom Visits Increased by 75%- Sales Volume of S90 (the new car model of the film) Reaches 30% of 2017 Sales Target
Execution:
The short film illustrates a soul-stirring family image of a Volvo owner by depicting the solid relationship between a father and a daughter. Hence, a distinctive image of vehicle owner is created; the uniqueness of Volvo’s core value is well presented
Campaign Description:
To make an emotional appeal, “Volvo For Love,” we developed the story “Alice’s Wedding”, telling a story of Volvo owners, who are protective of and very much cherish their family. This cross-generation family story was depicted to bring back the beautiful impression of Volvo.
Strategy:
We found that during 1980-2000, the Economic boom era of Taiwan, Volvo, Benz, and BMW ranked top 3 in luxury car sales; also, the Volvo owners were known for having a good economic and academic background as well. Therefore, we’d like to awaken customers beautiful memories of Volvo and to build a strong emotional connection and a sense of recognition through the cross-generation love.