What I did

My Industry Experience Overview

Internship Experience Report

Advertising Professional Practice II

Ran YuInternship Experience ReportAdvertising Professional Practice II

What I dId

During my 21 days internship, I interned as an art director in Ogilvy Qingdao Office. I worked on brainstorming, advertising producing and also participated in their strategy planning. There are many advertising campaigns I worked thoroughly, which I will present in the following parts with all the details.

Ran YuInternship Experience Report


the campaIgns

Television commercial (TVC): Silence Is a Warm Lullaby Song

Television commercial (TVC): Live fresh

Haier Casarte Refrigerator Brochure

2013 Haier Annual Conference Strategy

2013 Haier Spring Season Communication Strategy


HAIER WASHING MACHINE TVC

SILENCE IS A WARM LULLABY SONG




haIeR WashIng machIne tVc

Haier group commissioned Ogilvy Qingdao Office to develop a strategy to advertise the extreme silence of their new washing machine through a television commercial.

I worked on this commercial thoroughly within the team consisting of art directors and copywriters. I presented 20 ideas in our first meeting and they picked up three of them for the client to view. When the client finally chose the idea of ‘Silence Is a Warm Lullaby Song’, the production of the storyboard came to be my next task. I feel luck to see my idea was produced and launched through China Central Television in 2013.





The noise from washing machines, particularly the drum type, is perceived as the first weakness of this type of product. Therefore, the proposition of Haier’s new washing machine is to offer an extremely silent experience in the washing process for our target audience- the middle-class.

key facts & InsIghts


haIeR WashIng machIne tVcHAIER WASHING MACHINE TVC


During a silent night, a father is rocking a cradle and crooning a lullaby to his baby. The adorable baby is enjoying the silence and nearly falling asleep peacefully.

Meanwhile, the Haier washing machine is working in the laundry room emitting a gentle sound. But it is a harmonious accompaniment is fitting nicely into the sweet lullaby sound.

After a little while, both the father and baby are sleeping, but the baby is suddenly awoken. This is due to the father’s strong snore rather than from the sound of the Haier washing machine.

naRRatIVe





SILENCE IS A WARM LULLABY

SONG

A medium shot to focus on the father

During a silent night, a father is rocking a cradle and crooning a lullaby to his baby.

1



A close up shot to show the baby’s facial expression

An adorable baby is enjoying the lullaby and falling asleep peacefully.2




SONG

A close up shot for the internal drum in working process

The movement of the drum and the cradle are overlapped. The screen is showing the same and gentle rhythm of both the rocking cradle and drum. The sound of washing is contributing to the father’s lullaby.

Voiceover: Everybody needs to enjoy their sweet dreams every night

Subtitle:

The process of washing is as gentle as the rocking cradle and prevents the clothes from any damage

3



A long shot with focus turns from the front object to the overlook product

In the front screen, the father is rocking the cradle lightly. The focus turns to the Haier drum washing machine and show the display.

Subtitle: Haier Crystal washing machine

4



Using demo to present the technology of the product

Using CG decodes presents the unique technology of the driver.

Voiceover: The advanced driver

Subtitle: The advanced driver contributes to the noiseless washing machine

5



SONG



Shot shifts from product to the sleeping characters. The sound of father’s snore is rising loudly.

Subtitle: Supply the most silent cleaning6



The close up shot to demonstrate the baby’s facial expression

The baby is suddenly woken up due to the father’s snore and looks around curiously.

7



SONG



The display of product

Voiceover: Haier Crystal washing machine

Subtitle: Haier Crystal drum supply the most silent cleaning

8



The display of Haier logo and slogan9



SONG



stoRylIne oVeRVIeW

HAIER REfRIGERATOR TVC

LIVE fRESH


HAIER REfRIGERATOR TVC

LIVE fRESH

Ogilvy Qingdao Office received a client brief at the start of 2013. The brief was for a new television commercial for Casarte refrigerators. They planned to release this commercial in spring 2013. The aim of this commercial was to demonstrate Haier’s new technology and convey the message of ‘live fresh’ to Chinese consumers.

I still remembered the day when I received this brief from my supervisor. I was working on finalizing the demonstration of ‘Silence Is a Warm Lullaby Song’ commercial that I had been working on for more than 15 hours. On receiving this brief, I began to brainstorm as I knew it was a challenging project to be completed in a short time frame.



The opening sequence depicts a diver at the bottom of the ocean and searching for seafood. Suddenly, the diver finds a lobster on the reef. He is excited and picks it up. The scene shifts from the ocean to real life. In reality the man finds a lobster in his Haier Casarte refrigerator, but the experience is as fresh as diving in the deep ocean.

naRRatIVe


A long shot to show the deep ocean view

A diver is searching for seafood.

1



The diver finds a lobster on the reef an picks it up.

2


A close up shot to demonstrate the hand with the lobster

The scene shifts from the ocean to real life. The lobster is picked up from a drawer.

3

Ran YuInternship

Experience ReportAdvertising

Professional Practice II

A medium shot to present the Casarte refrigerator

4


A close up shot to show the storage of the food in Casarte refrigerator

5



An extremely long shot to show a large amount of fresh food stored in the refrigerator

VoiceoverModern technology is used to store fresh food

6


The product display shows more details of the Casarte refrigerator.

7



Shot zoom out from the refrigerator to a long shot of an overview of the house

The couples are enjoying their fresh seafood.

8


The brand display

Voiceover

Casarte refrigerator utilizes moder technology to refresh your life

9



stoRylIne oVeRVIeW




When I contacted my Ogilvy colleagues last month, I knew that this idea was finally accepted by the client, but they cut down their budget to shift this idea to the print advertising. I felt a little disappointed but I recognized that the rejection of the creative brief happens frequently in the advertising industry.

outcome

HAIER CASARTE REfRIGERATOR BROCHURE


Refrigerator

HAIER CASARTE REfRIGERATOR BROCHURE

This project drew on my art directing skills. I participated in the process of its design and layout. Meanwhile I received some files from the client and then translated them from English to Chinese for other art directors to use when they worked on the brochure. I helped the copywriters to proofread and finalize the Chinese copy, as well.



fRont


Refrigerator

HAIER CASARTE

REfRIGERATOR BROCHURE

1



CREATIVE HOME APPLIANCES STYLIzE YOUR LIfE

2


Refrigerator

HAIER CASARTE


3

THE ‘MODERN kITCHEN’ IS NOT ONLY kITCHEN

CASARTE MAkES TASTE REACHABLE



4


Refrigerator

HAIER CASARTE


5

THE EMBEDDED REfRIGERATOR ORIGINATED

IN EUROPE



6


Refrigerator

HAIER CASARTE


7



8

CASARTE EMBEDDED REfRIGERATOR IS A

MASTERPEICE IN YOUR kITCHEN


Refrigerator

HAIER CASARTE


9



10

THE EMBEDDED AIR-LINE ICEBOx


Refrigerator

HAIER CASARTE


11



12

CASARTE REfRIGERATOR MAkES THE TEMPERATURE

CUSTOMIzABLE


Refrigerator

HAIER CASARTE


13



14

ADVANCED TECHNOLOGY kEEP REfRIGERATORS IN

SILENCE


Refrigerator

HAIER CASARTE


15



16

THE DETAILS ARE DELICATE


Refrigerator

HAIER CASARTE


17

MODERN TECHNOLOGY STRENGTHEN ITS QUALITY



18

THE fEEDBACk fROM USERS


Refrigerator

HAIER CASARTE


19

CARSATE REfRIGERATORS ARE AWARDED GLOBALLY



20


Refrigerator

HAIER CASARTE


21

CASARTE REfRIGERATORS DISPLAY



22


Refrigerator

HAIER CASARTE


Back



the fInal BRochuRe

We visited the Haier marketing office four times and met with their marketing managers and top engineers in order to get feedback on our new design of the Casarte Refrigerator Brochure. This was a new experience for me to work with the client on a frequent basis. Unfortunately, I did not have an opportunity to read the published hard copy. It was launched after I returned to Melbourne.

2013 HAIER ANNUAL CONfERENCE STRATEGY


Refrigerator

2013 HAIER ANNUAL CONfERENCE STRATEGY

We discussed Hair’s Annual Conference that would be attended by

many other of Hair’s partner companies from the Chinese advertising industry such as Dentsu

China and Publicis China.

The project was unique compared with the campaings I demonstrated before, the strategy was comprehensive with many different stages, and it included PR events, advertising and marketing. This was an IMC (Integrated Marketing Communication) campaign and it was executed across Beijing and Shanghai.

I worked on this strategy thoroughly and referenced all the details, such as the reseach of the meeting location and the design of the invitations. This campaign

will be executed in summer 2013. Therefore, as the campaign has not been released I am obliged to keep some information confidential, therefore I cannot

show the entire strategy here.



confeRence holdeR

Haier Group

pResent memBeRs

Haier’s partner companies from the Chinese advertising industry includes Ogilvy Qingdao Office

tIme

2013 Summer

locatIons

Beijing, Shanghai


Refrigerator

confeRence agenda

2013 HAIER ANNUAL CONfERENCE

STRATEGY

时间会议流程及内容组织者备注

14:30-14:35 海尔集团领导开场致词海尔

14:35-15:05 2013年海尔集团下半年整合营销战略说明海尔结束完此项后进入分组讨论

15:05-15:35 2013年家电行业发展趋势报告合作机构

15:35-16:00 2012年家电行业营销案例分享合作机构

16:00-16:30 2013年消费者趋势研究报告合作机构

16:30-18:00 2013年春季方案总结报告各品牌营销部

晚餐：30分钟

18:30-19:30 13年夏季及下半年营销推广执行方案合作机构各品牌广告合作室

19:30-20:30 13年夏季及下半年媒介策划合作机构各品牌媒介合作公司

20:30-21:30 针对合作公司提出的夏季及下半年方案展开Q & A 海尔各品牌 VS 合作机构

21:30-22:30 会议讨论，会议小结海尔各品牌 & 合作机构



desIgn of InVItatIons

collaBoRate and WIn the futuRe


Refrigerator

2013 HAIER ANNUAL CONfERENCE

STRATEGY








2013 HAIER SPRING SEASON



COMMUNICATION STRATEGY




2013 Haier Spring Season Communication Strategy was a complex project to work on. This was an IMC campaign and also the most important project for Ogilvy Qingdao Office to deal with at the start of 2013. People from both accounts and creative departments focused on its development and there were more than 20 meetings held in the working process. This strategy also involved the innovate

media which was invented by Ogilvy’s global R&D centres.

When I interned in Ogilvy, this communication strategy was half completed and moved to the production stage. But one of one my suggestions of using 3D ground sticker was included in this strategy and I was responsible to execute it based on

my art directing skills.

the medIa plan

TVC

平面视觉

网络

SNS

终端

PRint ad

tVC

CinEMa

soCial MEdia

MobilE PhonE aPP

MEdia



the 3d gRound stIckeR






What I expeRIenced

This campaign was launched in february 2013 and the printed 3D ground stickers were placed in Haier’s stores across multiple cities in China.

Although I did not have an opportunity to work on this comprehensive strategy at its start, I sensed the power of IMC campaign strategy. It had been adapted in China currently, but it is shifting people’s perspective of advertising significantly. Nowadays, the clients require the advertising agency to work on IMC strategies more frequently. Meanwhile, the strategy planners are more likely to rely on the integrated ways to communicate with their target audience.


My Industry Experience Overview

Internship Experience Report


What I did

Documents

silent experience

washing machines

washing process

warm lullaby songduring

sweet lullaby sound

warm lullaby songa medium

idea of silence

adorable baby