https://ericlichangli.com WorkInProgress Mon, 18 Mar 2024 15:02:22 +0000 https://ericlichangli.com en https://ericlichangli.com/Home Mon, 18 Mar 2024 01:24:14 +0000 WorkInProgress https://ericlichangli.com/Home &nbsp;ERIC LI&nbsp; INTEGRATED CREATIVE DIRECTOR &nbsp; https://ericlichangli.com/50RMB-CAR-RIDE-THAT-BROKE-THE-WORLD-RECORD-INTEGRATED-CAMPAIGN Thu, 07 Mar 2024 03:16:23 +0000 WorkInProgress https://ericlichangli.com/50RMB-CAR-RIDE-THAT-BROKE-THE-WORLD-RECORD-INTEGRATED-CAMPAIGN Client: Didi Express 滴滴快车Agency: 180China 50RMB CAR RIDE THAT&nbsp;BROKE THE WORLD RECORD&nbsp;INTEGRATED CAMPAIGN For the launch of Didi Express, China's most cost-effective car-calling option by DiDi, we ignited nationwide conversation not by focusing on “Cheap”, but by setting a new world record leveraging the service's low-cost advantage. This inventive campaign transcended traditional advertising, capturing the public's imagination and generating widespread buzz about Didi Express without directly highlighting its low prices. <img width="1500" height="1061" width_o="1500" height_o="1061" data-src="https://freight.cargo.site/t/original/i/856d12bde4f2f65098be0f6282ef25b751d20256d0474733f01cab425edc7c1c/DIDI-EXPRESS-50RMB-CAR-RIDE.jpg" data-mid="206214838" border="0" src="https://freight.cargo.site/w/1000/i/856d12bde4f2f65098be0f6282ef25b751d20256d0474733f01cab425edc7c1c/DIDI-EXPRESS-50RMB-CAR-RIDE.jpg" /> <img width="3124" height="1744" width_o="3124" height_o="1744" data-src="https://freight.cargo.site/t/original/i/9ae1d2628991637078be113928f9105142f4f62830fd2ce2ea01b7c9014a4091/photos-copy.jpg" data-mid="206214840" border="0" src="https://freight.cargo.site/w/1000/i/9ae1d2628991637078be113928f9105142f4f62830fd2ce2ea01b7c9014a4091/photos-copy.jpg" /> Casestudy video Interactive H5 mobile content developed from the negative To bring the experience to the public, we created an interactive H5 for Wechat, using photos taken on the film negative. Which users can scroll to view the scenery along Beijing 2nd ring road as what they would see in a car ride. With a taxi meter at the end of the ride showing just 50 rmb. <img width="941" height="474" width_o="941" height_o="474" data-src="https://freight.cargo.site/t/original/i/6ee699516fa41f3968cd25ac2ee9c62b314c2b243fb3a8054e7a246cae44db6b/3.png" data-mid="206214843" border="0" src="https://freight.cargo.site/w/941/i/6ee699516fa41f3968cd25ac2ee9c62b314c2b243fb3a8054e7a246cae44db6b/3.png" /> <img width="940" height="466" width_o="940" height_o="466" data-src="https://freight.cargo.site/t/original/i/8744ba25a5d59ffd5adc80ffc38aa4808643dc8e59a13274518ffb4d09502c24/4.png" data-mid="206214844" border="0" src="https://freight.cargo.site/w/940/i/8744ba25a5d59ffd5adc80ffc38aa4808643dc8e59a13274518ffb4d09502c24/4.png" /> <img width="940" height="466" width_o="940" height_o="466" data-src="https://freight.cargo.site/t/original/i/7ba150405574b3324dd4cda8de600e634b6733ba78fd17a67c05002bbc6aaf24/5.png" data-mid="206214845" border="0" data-scale="100" src="https://freight.cargo.site/w/940/i/7ba150405574b3324dd4cda8de600e634b6733ba78fd17a67c05002bbc6aaf24/5.png" /> <img width="937" height="469" width_o="937" height_o="469" data-src="https://freight.cargo.site/t/original/i/4acc9608743814a8cc05ccabefe275c9678a8de496bedf87ba66176659fdd4d4/6.png" data-mid="206214849" border="0" src="https://freight.cargo.site/w/937/i/4acc9608743814a8cc05ccabefe275c9678a8de496bedf87ba66176659fdd4d4/6.png" /> <img width="941" height="465" width_o="941" height_o="465" data-src="https://freight.cargo.site/t/original/i/3f4b7113ca9c64e43acb04df4e2cc566ff6729419c6f2557ad022701061aba92/7.png" data-mid="206214847" border="0" src="https://freight.cargo.site/w/941/i/3f4b7113ca9c64e43acb04df4e2cc566ff6729419c6f2557ad022701061aba92/7.png" /> <img width="941" height="466" width_o="941" height_o="466" data-src="https://freight.cargo.site/t/original/i/c0b9dddaabad9f2b35547e874f65e60456d71f2202c8571f83fb6e411b0f77b4/8.png" data-mid="206214848" border="0" src="https://freight.cargo.site/w/941/i/c0b9dddaabad9f2b35547e874f65e60456d71f2202c8571f83fb6e411b0f77b4/8.png" /> <img width="1280" height="720" width_o="1280" height_o="720" data-src="https://freight.cargo.site/t/original/i/5c3b04f839c88d53b59c5c068d38361820113852dc640e8ee74f4b0762d4b682/ezgif-6-991b4cae1ece-1.gif" data-mid="206214850" border="0" src="https://freight.cargo.site/w/1000/i/5c3b04f839c88d53b59c5c068d38361820113852dc640e8ee74f4b0762d4b682/ezgif-6-991b4cae1ece-1.gif" /> MEDIA COVERAGE <img width="3008" height="1688" width_o="3008" height_o="1688" data-src="https://freight.cargo.site/t/original/i/13dfbd4b433ec9f424c004cc0540261c27b6d6665347ebbff0e494d2f1f41d48/news.jpg" data-mid="206214834" border="0" src="https://freight.cargo.site/w/1000/i/13dfbd4b433ec9f424c004cc0540261c27b6d6665347ebbff0e494d2f1f41d48/news.jpg" /> Greater China Effie awards &nbsp;---Silver Tiger Roar Awards---Gold ECI Awards---Gold https://ericlichangli.com/REIGNITE-YOUR-SUMMER-DRIVE-INTEGRATED-CAMPAIGN Thu, 07 Mar 2024 03:16:39 +0000 WorkInProgress https://ericlichangli.com/REIGNITE-YOUR-SUMMER-DRIVE-INTEGRATED-CAMPAIGN Client: Exxon MobilAgency: Rapp REIGNITE YOUR SUMMER DRIVE&nbsp;INTEGRATED CAMPAIGN Tasked with elevating Exxon Mobil's engine lubricant during a peak online summer sale— a category that often struggles for attention — we initiated an integrated campaign with a simple, compelling message: Summer Break isn’t just for kids, especially after a year of longing for escapes due to Covid restrictions. Encouraging adults to embark on summer vacations through road trips, we highlighted a crucial preparatory step: changing their engine oil. This approach perfectly positioned Exxon Mobil’s engine lubricants as essential for anyone planning a summer journey, tapping into the renewed enthusiasm for travel and the necessity of vehicle maintenance for the long haul. <img width="3200" height="2300" width_o="3200" height_o="2300" data-src="https://freight.cargo.site/t/original/i/aed629927559960e84910d083ec61222635cb828fd2a105e7a4962b64e8431a9/superbrand2-copy.jpg" data-mid="206215034" border="0" src="https://freight.cargo.site/w/1000/i/aed629927559960e84910d083ec61222635cb828fd2a105e7a4962b64e8431a9/superbrand2-copy.jpg" /> Campaign key visual <img width="1772" height="1002" width_o="1772" height_o="1002" data-src="https://freight.cargo.site/t/original/i/e83b28010b94261a3f03572faf4c21b53e3544cd4964cd79835f1d3b6e1382c0/Poster.jpg" data-mid="206215036" border="0" src="https://freight.cargo.site/w/1000/i/e83b28010b94261a3f03572faf4c21b53e3544cd4964cd79835f1d3b6e1382c0/Poster.jpg" /> Content videos Leveraging the play on words&nbsp;“暑假 (Shu jia)” meaning summer holiday, and “暑驾 (Shu jia)” implying a summer drive, we launched a humorous video series that captures adults attempting to relive their childhood summer joys. Through a blend of nostalgia and humor, the campaign underscores a simple yet profound message: Why settle for reminiscing about summer holidays when you can embark on an exhilarating summer road trip? <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/4e5360824527f50d38ea87f6d6f688ac24cf75f597dd702ae948d1392fab7916/ezgif-6-c78c571bea.gif" data-mid="206699810" border="0" src="https://freight.cargo.site/w/600/i/4e5360824527f50d38ea87f6d6f688ac24cf75f597dd702ae948d1392fab7916/ezgif-6-c78c571bea.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/edbf5e6b4dea7c592c5c2072e314aa94f1c199f9abca552a95600e13a0147622/ezgif-6-e40041598c.gif" data-mid="206699882" border="0" src="https://freight.cargo.site/w/600/i/edbf5e6b4dea7c592c5c2072e314aa94f1c199f9abca552a95600e13a0147622/ezgif-6-e40041598c.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/66186fa1829286a854743a2be2850408c1781062b00b4f49f4f18c66eb5eabe3/ezgif-6-d9808ea1ca.gif" data-mid="206700415" border="0" src="https://freight.cargo.site/w/600/i/66186fa1829286a854743a2be2850408c1781062b00b4f49f4f18c66eb5eabe3/ezgif-6-d9808ea1ca.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/0fd753486db7c099029f6f5767edb24ba7841421911117b9b96002e1d7c8383c/ezgif-6-18e6067d1f.gif" data-mid="206700423" border="0" src="https://freight.cargo.site/w/600/i/0fd753486db7c099029f6f5767edb24ba7841421911117b9b96002e1d7c8383c/ezgif-6-18e6067d1f.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/6ebffcbd68df77eddfae641304a3b35d048aca78b141d4408b977c1ff7e1725b/ezgif-6-31fa5d4a1e.gif" data-mid="206700453" border="0" src="https://freight.cargo.site/w/600/i/6ebffcbd68df77eddfae641304a3b35d048aca78b141d4408b977c1ff7e1725b/ezgif-6-31fa5d4a1e.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/d2cbc8cee8712a4d8e06c049929b1ee8f3ef3b0b860590f56724e0986dceaf6f/ezgif-6-d59a347433.gif" data-mid="206700461" border="0" src="https://freight.cargo.site/w/600/i/d2cbc8cee8712a4d8e06c049929b1ee8f3ef3b0b860590f56724e0986dceaf6f/ezgif-6-d59a347433.gif" /> Gif posters targeting different audience groups; The working class, couple, and family <img width="650" height="1154" width_o="650" height_o="1154" data-src="https://freight.cargo.site/t/original/i/7605cdb2539fe878eb2b26a980c70e5f335c9625ddc1ec5de93597dde335ae07/gif2_.gif" data-mid="206215037" border="0" src="https://freight.cargo.site/w/650/i/7605cdb2539fe878eb2b26a980c70e5f335c9625ddc1ec5de93597dde335ae07/gif2_.gif" /> <img width="650" height="1154" width_o="650" height_o="1154" data-src="https://freight.cargo.site/t/original/i/0c2ba5164fea286125e4d2d0375f0f122c77da7b054223a19ccdfb7da9f9b0ac/gif1_.gif" data-mid="206215038" border="0" src="https://freight.cargo.site/w/650/i/0c2ba5164fea286125e4d2d0375f0f122c77da7b054223a19ccdfb7da9f9b0ac/gif1_.gif" /> <img width="650" height="1154" width_o="650" height_o="1154" data-src="https://freight.cargo.site/t/original/i/275e34e83f8097a9c692f1fd703e18176209345eb3fe1d8ecf390d9ad29fc572/gif_.gif" data-mid="206215039" border="0" src="https://freight.cargo.site/w/650/i/275e34e83f8097a9c692f1fd703e18176209345eb3fe1d8ecf390d9ad29fc572/gif_.gif" /> Offering presale limited edition gift pack which was sold out quickly. This interactive package could be dismantled and reassembled into a model car, adding a creative touch that boosted its appeal and engagement. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;<img width="1772" height="1002" width_o="1772" height_o="1002" data-src="https://freight.cargo.site/t/original/i/34a807a4d749d3dc6d8f91b2b409db9c7edfb860e8d44da69f8dc3b28eb2b4c0/carbox.jpg" data-mid="206215041" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/34a807a4d749d3dc6d8f91b2b409db9c7edfb860e8d44da69f8dc3b28eb2b4c0/carbox.jpg" /> &nbsp; <img width="600" height="340" width_o="600" height_o="340" data-src="https://freight.cargo.site/t/original/i/9f837a1be6a86653188a6475e5dd96f1c47a11cad32a7fa84a4d13c2f9ac5c75/ezgif-4-278eaeb45b4f.gif" data-mid="206215042" border="0" data-scale="93" src="https://freight.cargo.site/w/600/i/9f837a1be6a86653188a6475e5dd96f1c47a11cad32a7fa84a4d13c2f9ac5c75/ezgif-4-278eaeb45b4f.gif" /> Turning&nbsp; conventional indoor live streaming sales format into an outdoor live-streaming tour, where the host took the audience on an immersive self-drive road trip. This innovative approach turned the live stream into a dynamic blend of entertainment, interactive games, and sales, engaging viewers in real-time through an adventurous and participatory experience. <img width="592" height="1280" width_o="592" height_o="1280" data-src="https://freight.cargo.site/t/original/i/7ae213829473cfa998e0cb01589496675f1e9ed947eebf3e65e685e5726b356c/IMG_7562.GIF" data-mid="209021280" border="0" src="https://freight.cargo.site/w/592/i/7ae213829473cfa998e0cb01589496675f1e9ed947eebf3e65e685e5726b356c/IMG_7562.GIF" /> <img width="592" height="1280" width_o="592" height_o="1280" data-src="https://freight.cargo.site/t/original/i/c3d43297da3842e143dee376e08b1842abf42b599f8b0ada1f034f6be3ca0b98/IMG_7563.GIF" data-mid="209021281" border="0" src="https://freight.cargo.site/w/592/i/c3d43297da3842e143dee376e08b1842abf42b599f8b0ada1f034f6be3ca0b98/IMG_7563.GIF" /> https://ericlichangli.com/THE-UNTOLD-SPORTS-LESSONS-Content-Video Thu, 07 Mar 2024 03:16:27 +0000 WorkInProgress https://ericlichangli.com/THE-UNTOLD-SPORTS-LESSONS-Content-Video Client: Tencent 腾讯 Agency: 180China THE UNTOLD SPORTS LESSONS&nbsp; Background: Tasked with supporting an NGO's mission to provide sports equipment to underprivileged children in Sichuan Province, our challenge transcended beyond fundraising. We aimed to foster genuine empathy and concern for rural children lacking basic sports resources—a plight overshadowed by more prominent societal issues within China. Insights: Field research unveiled a stark reality: in rural parts of China, children are not only deprived of essential sports equipment but are also unfamiliar with common sports like basketball and table tennis. This discovery highlighted an opportunity to bridge an experiential gap and illuminate the transformative power of sports in these children’s lives. Solution/Results: Leveraging a modest budget, we orchestrated a social experiment video capturing the initial encounters of rural children with basic sports equipment, juxtaposed against their urban peers. This compelling narrative struck a chord, amassing over 500,000 views and successfully raising more than 1.7 million RMB. The funds profoundly impacted the rural communities, enabling significant upgrades to their sports facilities and equipment, thus enriching the children’s educational and recreational experiences. <img width="4242" height="3000" width_o="4242" height_o="3000" data-src="https://freight.cargo.site/t/original/i/b12bbfb92f94c5d45316bbe5a4fb793d72c562149d36dfc33700f5ab813d427d/untold-sports.jpg" data-mid="206214856" border="0" src="https://freight.cargo.site/w/1000/i/b12bbfb92f94c5d45316bbe5a4fb793d72c562149d36dfc33700f5ab813d427d/untold-sports.jpg" /> <img width="750" height="1334" width_o="750" height_o="1334" data-src="https://freight.cargo.site/t/original/i/4dce96e5df2fd3546ca7c645b2c75362ef3a1c774291462fee9adb41d6e3f1ed/1.png" data-mid="206214857" border="0" src="https://freight.cargo.site/w/750/i/4dce96e5df2fd3546ca7c645b2c75362ef3a1c774291462fee9adb41d6e3f1ed/1.png" /><img width="750" height="1334" width_o="750" height_o="1334" data-src="https://freight.cargo.site/t/original/i/0391afd6fb3e6a7497a519ec05c143f5253b6e315db645e8e8dfa580e0e4cf3f/2.png" data-mid="206214858" border="0" src="https://freight.cargo.site/w/750/i/0391afd6fb3e6a7497a519ec05c143f5253b6e315db645e8e8dfa580e0e4cf3f/2.png" /><img width="750" height="1334" width_o="750" height_o="1334" data-src="https://freight.cargo.site/t/original/i/5a38b2d8383c8c7b8c8979bd5d0d7cc85a93b4ccdedc1642e0bc238134fd2538/3.png" data-mid="206214859" border="0" src="https://freight.cargo.site/w/750/i/5a38b2d8383c8c7b8c8979bd5d0d7cc85a93b4ccdedc1642e0bc238134fd2538/3.png" /> https://ericlichangli.com/MEITUAN-FOOD-DELIVERY-X-PUBG-CONTENT-VIDEO Thu, 07 Mar 2024 03:16:27 +0000 WorkInProgress https://ericlichangli.com/MEITUAN-FOOD-DELIVERY-X-PUBG-CONTENT-VIDEO <img width="3840" height="1383" width_o="3840" height_o="1383" data-src="https://freight.cargo.site/t/original/i/c75a0ee9d011a56d5ad0e2b60a183814b38d8338b9482e1f0e93f564675a67c8/1Case-board.jpg" data-mid="206214889" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/c75a0ee9d011a56d5ad0e2b60a183814b38d8338b9482e1f0e93f564675a67c8/1Case-board.jpg" /> In a dynamic collaboration, Meituan Waimai, the largest food delivery service in China and PUBG, China's leading mobile game, unveil a content video featuring A-list celebrities Zhao Li Ying and Yang Yang. This campaign spotlights Meituan Waimai's rapid food delivery as an essential service for gamers, akin to delivering emergency packs in critical moments. By integrating the excitement of PUBG with the star power of Zhao Li Ying and Yang Yang, the video underscores the seamless blend of top-tier entertainment and convenience, catering to the vibrant lifestyle of gamers across China. <img width="1460" height="1080" width_o="1460" height_o="1080" data-src="https://freight.cargo.site/t/original/i/406cfea61f7e0fa47373885c6656b457bc8c0b5c9ce3c06f8cf8210b8b3b577d/ezgif-1-732d3f3a18.gif" data-mid="206214887" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/406cfea61f7e0fa47373885c6656b457bc8c0b5c9ce3c06f8cf8210b8b3b577d/ezgif-1-732d3f3a18.gif" /> <img width="3840" height="6707" width_o="3840" height_o="6707" data-src="https://freight.cargo.site/t/original/i/cc12d1c576eec47517f85510d3c181889678a8c0a9b721ea32abd3be69e543d7/3.jpg" data-mid="206214900" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/cc12d1c576eec47517f85510d3c181889678a8c0a9b721ea32abd3be69e543d7/3.jpg" /> English subtitle availabl<img width="2616" height="1081" width_o="2616" height_o="1081" data-src="https://freight.cargo.site/t/original/i/5c73986caf435a80cf1b722a85fc76d70401dfa29776e212d4976435345b7ee3/WechatIMG139.jpeg" data-mid="206214865" border="0" data-scale="87" src="https://freight.cargo.site/w/1000/i/5c73986caf435a80cf1b722a85fc76d70401dfa29776e212d4976435345b7ee3/WechatIMG139.jpeg" /> <img width="2617" height="1081" width_o="2617" height_o="1081" data-src="https://freight.cargo.site/t/original/i/5bec715ad5d30cef958dfa10c49acf99bf98378e27a6b821fc4eae05dfa445b8/WechatIMG140.jpeg" data-mid="206214866" border="0" data-scale="87" src="https://freight.cargo.site/w/1000/i/5bec715ad5d30cef958dfa10c49acf99bf98378e27a6b821fc4eae05dfa445b8/WechatIMG140.jpeg" /> https://ericlichangli.com/JAY-CHOU-YOUR-TRAVEL-PLANNER-CONTENT-VIDEO Thu, 07 Mar 2024 03:16:35 +0000 WorkInProgress https://ericlichangli.com/JAY-CHOU-YOUR-TRAVEL-PLANNER-CONTENT-VIDEO Client: TUNIU TOUR 途牛旅游 X TOURISM BOARD OF CALIFORNIA&nbsp;Agency: 180CHINA &nbsp;JAY CHOU THE TRAVEL PLANNER&nbsp;CONTENT VIDEO <img width="4331" height="4896" width_o="4331" height_o="4896" data-src="https://freight.cargo.site/t/original/i/2dd4cb3dc5cb6a7d7c0c039bd3f193e39321b1fcf932accd988a15c86999df70/top.jpg" data-mid="206214973" border="0" src="https://freight.cargo.site/w/1000/i/2dd4cb3dc5cb6a7d7c0c039bd3f193e39321b1fcf932accd988a15c86999df70/top.jpg" /> &nbsp; &nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/aa73c30bc292543720c461d59f4afe3f3ccda6d7274e629b4bbf0324e28c9269/ezgif-2-b317aca2a0.gif" data-mid="206214975" border="0" data-scale="97" src="https://freight.cargo.site/w/600/i/aa73c30bc292543720c461d59f4afe3f3ccda6d7274e629b4bbf0324e28c9269/ezgif-2-b317aca2a0.gif" />&nbsp; &nbsp; &nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/f037c5fae667af6f779fd72872efc44c0bedfd612797404a25569642c7d3c57a/ezgif-2-445839e95f.gif" data-mid="206214977" border="0" data-scale="97" src="https://freight.cargo.site/w/600/i/f037c5fae667af6f779fd72872efc44c0bedfd612797404a25569642c7d3c57a/ezgif-2-445839e95f.gif" /> &nbsp;&nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/6e5a8f3eab4dbf9169a9a69de5dbd367f065a8f0b361d18888894398818940c0/ezgif-2-0d5fa3e2ba.gif" data-mid="206214978" border="0" data-scale="97" src="https://freight.cargo.site/w/600/i/6e5a8f3eab4dbf9169a9a69de5dbd367f065a8f0b361d18888894398818940c0/ezgif-2-0d5fa3e2ba.gif" /> &nbsp; &nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/b38b7e1005b6ae68ab0e095dbafc0251b664b47c5bd27c4d8f55011fefb842cf/ezgif-2-cf90237366.gif" data-mid="206214979" border="0" data-scale="97" src="https://freight.cargo.site/w/600/i/b38b7e1005b6ae68ab0e095dbafc0251b664b47c5bd27c4d8f55011fefb842cf/ezgif-2-cf90237366.gif" /> <img width="4234" height="1239" width_o="4234" height_o="1239" data-src="https://freight.cargo.site/t/original/i/64d114d475ae90820464b2331ab720a0ae78eb22703d37e844d2191f172be461/bottom.jpg" data-mid="206214981" border="0" src="https://freight.cargo.site/w/1000/i/64d114d475ae90820464b2331ab720a0ae78eb22703d37e844d2191f172be461/bottom.jpg" /> <img width="1588" height="1406" width_o="1588" height_o="1406" data-src="https://freight.cargo.site/t/original/i/4f19da88b59dda2d5aeb30b225b3580b4955035d0ff3ffe34c43800a568a27fd/Screen-Shot-2021-11-08-at-4.20.51-PM.png" data-mid="206214969" border="0" data-scale="43" src="https://freight.cargo.site/w/1000/i/4f19da88b59dda2d5aeb30b225b3580b4955035d0ff3ffe34c43800a568a27fd/Screen-Shot-2021-11-08-at-4.20.51-PM.png" /> Behind the scenes<img width="3264" height="2448" width_o="3264" height_o="2448" data-src="https://freight.cargo.site/t/original/i/a95982ad07e2ebf4cf6ff0d1dc91584db5ce21c6feaadb840b673bc90c510b75/IMG_5965.JPG" data-mid="206214963" border="0" src="https://freight.cargo.site/w/1000/i/a95982ad07e2ebf4cf6ff0d1dc91584db5ce21c6feaadb840b673bc90c510b75/IMG_5965.JPG" /> <img width="3264" height="2448" width_o="3264" height_o="2448" data-src="https://freight.cargo.site/t/original/i/03d68c3becb7e81bcce9e5bc709c9263f71689c995fcfd48210bd5a6dd861f89/IMG_5934.JPG" data-mid="206214966" border="0" src="https://freight.cargo.site/w/1000/i/03d68c3becb7e81bcce9e5bc709c9263f71689c995fcfd48210bd5a6dd861f89/IMG_5934.JPG" /> <img width="3264" height="2448" width_o="3264" height_o="2448" data-src="https://freight.cargo.site/t/original/i/83c5817363d8b1c3de57b01c41740735299d12c30b55933077d5e59c67738bb1/IMG_6037.JPG" data-mid="206214964" border="0" src="https://freight.cargo.site/w/1000/i/83c5817363d8b1c3de57b01c41740735299d12c30b55933077d5e59c67738bb1/IMG_6037.JPG" /> https://ericlichangli.com/BRINGING-MORE-POSSIBILITIES-TO-OUR-PARENTS-CONTENT-VIDEO Thu, 07 Mar 2024 03:16:26 +0000 WorkInProgress https://ericlichangli.com/BRINGING-MORE-POSSIBILITIES-TO-OUR-PARENTS-CONTENT-VIDEO Client: Nestle Yiyang Agency: Mccann Healthcare&nbsp; Nourishing Dreams: A Celebration of Possibility&nbsp;A campaign for Nestle Dairy's new range of milk powder tailored for the elderly, lies a touching narrative centered around gratitude and care. In China, the responsibility of choosing the best for our parents naturally falls to the children as they age. Understanding this, we introduce a product that not only supports the health of our elders but also empowers them to live their lives to the fullest. At the forefront of our campaign is Ella from SHE, a beloved celebrity who shares her personal journey of giving back to her parents. Despite never having a wedding party of their own, Ella decides to surprise her parents with the celebration they never had, symbolizing the opportunities and experiences that become possible when our parents are healthy and vibrant. This concept transcends the mere promotion of a product; it’s a tribute to the endless possibilities that come with caring for the health and happiness of the ones who cared for us first. Join us in embracing a future where every elder has the chance to live their dreams, powered by the nourishment of Nestle Dairy. <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/d9cdbb40875380ce18613f66b78f95be5fbde832a185920951b4b72754150fec/ezgif-1-84c6f550a8.gif" data-mid="206515634" border="0" src="https://freight.cargo.site/w/600/i/d9cdbb40875380ce18613f66b78f95be5fbde832a185920951b4b72754150fec/ezgif-1-84c6f550a8.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/8e57266610748bfc674ddda8f13c6731a53f91187fc535a111224a2c38f22f07/ezgif-1-5189f9ec8e.gif" data-mid="206515774" border="0" src="https://freight.cargo.site/w/600/i/8e57266610748bfc674ddda8f13c6731a53f91187fc535a111224a2c38f22f07/ezgif-1-5189f9ec8e.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/f90de945ff4d5a034dcd74cc6bd873a4105150a76411440c57127c7bdebf1870/ezgif-1-f29553201a.gif" data-mid="206515644" border="0" src="https://freight.cargo.site/w/600/i/f90de945ff4d5a034dcd74cc6bd873a4105150a76411440c57127c7bdebf1870/ezgif-1-f29553201a.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/fe52a189dbfad7a65192330f33ed5362a40a4f7f0cbe6aff40d1e055f32c5338/ezgif-1-aebef2499e.gif" data-mid="206515831" border="0" src="https://freight.cargo.site/w/600/i/fe52a189dbfad7a65192330f33ed5362a40a4f7f0cbe6aff40d1e055f32c5338/ezgif-1-aebef2499e.gif" /> <img width="1718" height="1045" width_o="1718" height_o="1045" data-src="https://freight.cargo.site/t/original/i/4c67c778f0246cad65eab95ee5da46aad7ca38f72f69b0b4f6bc9e83506c1963/229221fd0ad7f96642b0e32c8bc3bfd7e19f67cd-copy.jpg" data-mid="206715109" border="0" src="https://freight.cargo.site/w/1000/i/4c67c778f0246cad65eab95ee5da46aad7ca38f72f69b0b4f6bc9e83506c1963/229221fd0ad7f96642b0e32c8bc3bfd7e19f67cd-copy.jpg" /> https://ericlichangli.com/SAME-TOUR-BUT-DIFFERENT-FILM Thu, 07 Mar 2024 03:16:49 +0000 WorkInProgress https://ericlichangli.com/SAME-TOUR-BUT-DIFFERENT-FILM &nbsp; Client: TUNIU TRAVEL 途牛旅游Agency: 180China SAME TOUR BUT DIFFERENT&nbsp; TUNIU PREMIUM GUIDED TOUR TVC In our TVC, we set out to redefine perceptions of guided tours with Tuniu's premium offerings. Underlining the message that not all guided tours are created equal, we showcased how Tuniu elevates the same destinations into unparalleled experiences. Celebrity Jimmy Lin stars in a dual role, contrasting a disappointing tour with the exceptional quality of a Tuniu-guided adventure, all produced in Thailand. This narrative vividly illustrates Tuniu’s commitment to superior travel experiences, making every journey unforgettable. <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/7692f9b8fc4b62cb1f349bbe6dae477aaf24ad88a8e8c692d64e17c55553a997/ezgif-6-37e21f7abd.gif" data-mid="207052797" border="0" src="https://freight.cargo.site/w/600/i/7692f9b8fc4b62cb1f349bbe6dae477aaf24ad88a8e8c692d64e17c55553a997/ezgif-6-37e21f7abd.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/cd636686d9ceabaa06b60e3abe275fce1565129bf629f80251b5ce0c9a02637e/ezgif-6-cf37b2ecc6.gif" data-mid="207052799" border="0" src="https://freight.cargo.site/w/600/i/cd636686d9ceabaa06b60e3abe275fce1565129bf629f80251b5ce0c9a02637e/ezgif-6-cf37b2ecc6.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/c0ca57806b30b553794f75a15f15f9ed4b2ba7aa0a05543540720fa6d64c7e1a/ezgif-6-070cf0526b.gif" data-mid="207052809" border="0" src="https://freight.cargo.site/w/600/i/c0ca57806b30b553794f75a15f15f9ed4b2ba7aa0a05543540720fa6d64c7e1a/ezgif-6-070cf0526b.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/c47a734096e7eec2f3badc48076bcbb35402b674be423bc84c5180f2779457d2/ezgif-6-7141ee7039.gif" data-mid="207052811" border="0" src="https://freight.cargo.site/w/600/i/c47a734096e7eec2f3badc48076bcbb35402b674be423bc84c5180f2779457d2/ezgif-6-7141ee7039.gif" /> https://ericlichangli.com/CITROEN-C5-X-LAUNCH-CAMPAIGN Thu, 07 Mar 2024 03:16:30 +0000 WorkInProgress https://ericlichangli.com/CITROEN-C5-X-LAUNCH-CAMPAIGN &nbsp; Client: CITROENAgency: RAPP UNDEFINED, SELF LUMINOUS&nbsp;C5X LAUNCH CAMPAIGN The global launch of the Citroen C5X presented a unique challenge in China, leading to an innovative approach. Unlike its global positioning as a travel wagon, in China, the C5X embraced an "undefined" category to resonate with the local market. Renamed "Versailles," “凡尔赛” echoing the famous French palace yet leveraging its local internet meme connotation for "humble bragging," the C5X garnered immediate attention. The campaign theme, "Undefined, Self Luminous," celebrated individuality and the car's distinctiveness, encouraging drivers to shine by simply being themselves. This strategy not only captivated the audience but also played a crucial role in revitalizing the Citroen brand in China. <img width="5000" height="2634" width_o="5000" height_o="2634" data-src="https://freight.cargo.site/t/original/i/bb5485b1b987a1b4eb2623bf9b0471c3bed73f88e2ff5ed5c2a050cc5ab9f3ac/C5X-copy.jpg" data-mid="206214930" border="0" src="https://freight.cargo.site/w/1000/i/bb5485b1b987a1b4eb2623bf9b0471c3bed73f88e2ff5ed5c2a050cc5ab9f3ac/C5X-copy.jpg" /> <img width="3538" height="1768" width_o="3538" height_o="1768" data-src="https://freight.cargo.site/t/original/i/f538fd264fc61a9f54f256483f27043aab3bfb21a18c6317a5e87dbbf5e0259c/202108096000x3000-.jpg" data-mid="206214924" border="0" src="https://freight.cargo.site/w/1000/i/f538fd264fc61a9f54f256483f27043aab3bfb21a18c6317a5e87dbbf5e0259c/202108096000x3000-.jpg" /> <img width="4000" height="2251" width_o="4000" height_o="2251" data-src="https://freight.cargo.site/t/original/i/484017c197a833942236e8f84b7e91f45303cff8907d2dd0509b07044c7daed5/kv.jpg" data-mid="206214901" border="0" src="https://freight.cargo.site/w/1000/i/484017c197a833942236e8f84b7e91f45303cff8907d2dd0509b07044c7daed5/kv.jpg" /> <img width="4140" height="2328" width_o="4140" height_o="2328" data-src="https://freight.cargo.site/t/original/i/19270c39b136af7b16936d21a53feb172c18e39cba43c6eed8d957eeebe41d52/1.jpg" data-mid="206214913" border="0" src="https://freight.cargo.site/w/1000/i/19270c39b136af7b16936d21a53feb172c18e39cba43c6eed8d957eeebe41d52/1.jpg" /> <img width="5000" height="3011" width_o="5000" height_o="3011" data-src="https://freight.cargo.site/t/original/i/898c2da775b8d3f4ac9b200e3740c649dfc6b95d1f612fa8227d73216a91bd6f/.jpg" data-mid="206214905" border="0" src="https://freight.cargo.site/w/1000/i/898c2da775b8d3f4ac9b200e3740c649dfc6b95d1f612fa8227d73216a91bd6f/.jpg" /><img width="5000" height="2824" width_o="5000" height_o="2824" data-src="https://freight.cargo.site/t/original/i/ceb1dd1956f1a64a5163877166c2bb3530578720b10d119ac35e3fdd9040b24b/.jpg" data-mid="206214926" border="0" src="https://freight.cargo.site/w/1000/i/ceb1dd1956f1a64a5163877166c2bb3530578720b10d119ac35e3fdd9040b24b/.jpg" /><img width="5001" height="2846" width_o="5001" height_o="2846" data-src="https://freight.cargo.site/t/original/i/c58c84b45b8a82dedbb0dbed711bfb39ff35f6aca45fd3fbffb9f66471258f73/.jpeg" data-mid="206214918" border="0" src="https://freight.cargo.site/w/1000/i/c58c84b45b8a82dedbb0dbed711bfb39ff35f6aca45fd3fbffb9f66471258f73/.jpeg" /><img width="4000" height="2634" width_o="4000" height_o="2634" data-src="https://freight.cargo.site/t/original/i/21a7ca9f18f3df48966263994f066b219f4a79f624360456b17ebb4c45c7401a/WechatIMG2819.jpeg" data-mid="206214915" border="0" src="https://freight.cargo.site/w/1000/i/21a7ca9f18f3df48966263994f066b219f4a79f624360456b17ebb4c45c7401a/WechatIMG2819.jpeg" /><img width="5000" height="3750" width_o="5000" height_o="3750" data-src="https://freight.cargo.site/t/original/i/b50b06eb634812e111b55e6f700daefeee1a923ec8199f1f4ed1f084c208bed7/WechatIMG2957.jpeg" data-mid="206214916" border="0" src="https://freight.cargo.site/w/1000/i/b50b06eb634812e111b55e6f700daefeee1a923ec8199f1f4ed1f084c208bed7/WechatIMG2957.jpeg" /><img width="3000" height="2250" width_o="3000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/d6c72715aec7a0d5e2552eaa6b3bdadbf7648173076bf7630a6b577cd8ca75ac/WechatIMG2960.jpeg" data-mid="206214917" border="0" src="https://freight.cargo.site/w/1000/i/d6c72715aec7a0d5e2552eaa6b3bdadbf7648173076bf7630a6b577cd8ca75ac/WechatIMG2960.jpeg" /><img width="3543" height="1772" width_o="3543" height_o="1772" data-src="https://freight.cargo.site/t/original/i/80c0169820813347dc20d13af93c028402b1a7fe1f8d9b9f436c078dbf811410/CL-21.009.070.jpg" data-mid="206214935" border="0" src="https://freight.cargo.site/w/1000/i/80c0169820813347dc20d13af93c028402b1a7fe1f8d9b9f436c078dbf811410/CL-21.009.070.jpg" /> https://ericlichangli.com/STABLE-THAN-YOU-THINK-CONTENT-VIDEO Mon, 18 Mar 2024 15:02:22 +0000 WorkInProgress https://ericlichangli.com/STABLE-THAN-YOU-THINK-CONTENT-VIDEO Client: CITROEN Agency: RAPP&nbsp; STABLE THAN YOU THINK&nbsp;CITROEN C5X PHC SUSPENSION&nbsp; In an ingenious yet cheeky plan, a friend decides to play matchmaker from the driver's seat, hoping a sharp turn might nudge his buddy closer to his date in the backseat. The twist? They're in a Citroen C5X, equipped with an advanced PHC suspension system. Despite the driver's best efforts to create an "opportunity" through sudden maneuvers, the car's exceptional stability ensures a smooth ride, foiling the plan but highlighting the C5X's unparalleled steadiness. <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/05058458fb5b1907eadf16fb7d86d6889d44c2a45eb87fee964f4044e22aa360/ezgif-1-5fc4416166.gif" data-mid="207050816" border="0" src="https://freight.cargo.site/w/600/i/05058458fb5b1907eadf16fb7d86d6889d44c2a45eb87fee964f4044e22aa360/ezgif-1-5fc4416166.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/ee933ea409d0a26a9738f80b5e099a9483775a4e6b5465c87be23f6919c521fd/ezgif-1-f5036e4f71.gif" data-mid="207050821" border="0" src="https://freight.cargo.site/w/600/i/ee933ea409d0a26a9738f80b5e099a9483775a4e6b5465c87be23f6919c521fd/ezgif-1-f5036e4f71.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/ad0a8cb949fe4cbd0a013da1e16dff0b23aab835c95274c6eda2e8dbfcfb08b9/ezgif-1-101d0de537.gif" data-mid="207050786" border="0" src="https://freight.cargo.site/w/600/i/ad0a8cb949fe4cbd0a013da1e16dff0b23aab835c95274c6eda2e8dbfcfb08b9/ezgif-1-101d0de537.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/5e711382a1fc29db77cc3f8645573db8b0ae010a43706caca9e57dc631e0f109/ezgif-1-8c3bcb7256.gif" data-mid="207050800" border="0" src="https://freight.cargo.site/w/600/i/5e711382a1fc29db77cc3f8645573db8b0ae010a43706caca9e57dc631e0f109/ezgif-1-8c3bcb7256.gif" />