ABOUT
Realised with all the style and production values of the best Hollywood feature animation, the short film is the heart-warming tale of Joy, retailer Jing Dong’s loveable dog mascot, and his comic trials with a pesky heron. The brand’s aim was to introduce Joy to consumers, broaden its client base and launch Jing Dong internationally. Originally made of metal, to reflect Jing Dong’s focus on electronic goods, the film re-imagines Joy as a soft, furry dog, increasing the brand’s appeal to a broader audience.
Perhaps the film’s greatest strength is that it isn’t an ad; no product shots, no brand slogans, not even a metaphor for their services. The result is a lovely film that establishes Joy as the most adorable brand character in China. Its debut coincided with Chinese New Year, which in 2018 is the Year of the Dog.
The film was released online and through WeChat, reaching around 400 million.
AWARDS
AdStars - Gold
Andys - Gold
Ciclope - Gold
Clios - Bronze
LIA Award - Silver
MADEIT CREDITS
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Jing DongClient
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Passion Pictures AustraliaProduction Company -
Katie MackinExecutive Producer
Katie Mackin was recognised as an Industry Influencer on 7th November 2016
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Katie Mackin has been a Contributor since 7th November 2016.