Chengdu City Branding Campaign

This film is directed by renown director Zhang Yimou and produced in just five days post quake. We won Gold for our branding campaign for Chengdu city! Congrats to Matthew Fan and his team! This is the first time that the category (public image/government) won Gold since the Effie Awards entered China in 2003.

Chengdu, the capital city of Chinas Sichuan province sits in a strategic spot. It is a hot bed for Foreign Direct Investment and a key business hub. However, all this was to change when the fatal Sichuan earthquake of 2008 struck. Although the city itself was unscathed, the quake had a huge impact, leaving Chengdu with a confidence crisis and massive economic losses.

What makes a city great is its people. The quake revealed the caring, selfless and resilient spirit of Chengdu residents. And because of this spirit, the city will bounce back. This was the core idea behind our integrated campaign, targeted at local and national residents, and the investment community.

The results are spectacular. The city has rebuild its reputation, and this has led to investments, and growth in key sectors such as real estate and tourism. Its GDP saw healthy growth this year, despite the global economic recession. Check out our Effie winner here.

Category:

Film & Animation

Tags:

• zhang yimou
• china
• sichuan
• earthquake
• chengdu
• city branding
• advertising
• marketing
• bates141
• bates 141 china