SHANGHAI — MullenLowe Group China has walked away from the One Show China 2017 with Bronze in the Ambient/Environment Category for their Buick smart home “Velite 5 Lifezone” campaign. The campaign also won three Merit awards in the Outdoor, Experiential and Environmental Design categories.
The Buick Velite 5 Lifezone campaign was also among an elite group shortlisted for the Red and Green Pencil awards at this year’s event. The Red Pencil is awarded for innovation and the Green Pencil for environmental consciousness.
Cheelip Ong, Chief Creative Officer of MullenLowe Group China says, “For Buick to connect with consumers on a deeper level, we built a brand experience from the ground up that was cutting edge, truly unforgettable and mirrored the design principles behind the car. Developing creative campaigns of the future are what MullenLowe Group is all about.”
The award-winning Buick Velite 5 Lifezone was developed for the new Buick Velite 5 hybrid electric car early in 2017. The MullenLowe Group team built a smart home adjacent to Shanghai’s Huangpu River entirely out of recyclable materials, exemplifying the Buick Velite 5’s environmentally conscious vision. Solar panels, rainwater collection and waste purification systems helped provide energy to power up the home. The Velite 5 Lifezone allowed guests to drive directly into their living room and with voice command functions, the driver could control every functional aspect of the home including music and lighting. The Velite 5 Lifezone was also open for guests to book their stay via Buick’s official WeChat account.
Title: Velite 5 Lifezone
Client: Shanghai General Motors
Agency: MullenLowe Group China
Chief Creative Officer: Cheelip Ong
Creative Director: Iris Liu
Associate Creative Director: Yumama
Art Directors: Yumama, Wenjing, Keith
Copywriter: Iris Liu, Daniel, Cheelip Ong
Account Management: Limbo, Rainbow