Pepsi: "Deliverance"

China's broadcast media costs are exorbitant.
So when PepsiCo wanted to raise awareness and solicit donations to create care packages for impoverished families, we turned to China's largest online retail platform, Tmall.
Tmall has more than 500 million registered users, with about 100 million active users.
We shot a documentary featuring China's most popular movie star Xiao-Ming Huang as a deliveryman for a day actually sending these care packages to families in need.
This film was then broadcast on the Tmall platform itself, generating about 44 million views for zero media investment.
Viewers who wished to donate could contribute an extra 2 RMB when they paid for their purchases using Tmall's online payment system.

Advertising Agency: CIVILIZATION, Shanghai, China

Creative Directors: Andrew Lok, Alex Xie, Stephen Zou / Art Directors: Stephen Zou, Alex Xie, Kurt Feng
Copywriters: Miya Wang, Daniel Zhang, Andrew Lok / Agency Producer: Guo-Jun Yu
Production Company: Perfect Life Production / Film Directors: Wei-Ran Li, Tie-Jun She
Cinematographers: Tian-Xiang Xie, Liang Chen / Producers: Qia-Qia Dong, Yang Li
Post Production Company: PO / Offline Editor: Chen-Bo Zhao / Online Editor: Ted Xu
Colour Editor: Jia-Jie Liang / Music Composer:Dong-Dong Dong
Music Production Company: Sweet Fader / Sound Supervisor: Alexa Zhao / Sound Editors: Ce Sun, Yu-Zhong Yang