CHINA — TBWA\HAKUHODO Beijing taps Hollywood to create ‘Dream Escape’, a seven-minute microfilm promoting the Infiniti QX50, and starring Zhou Xun (Cloud Atlas) and her newly wed husband Archie Kao (CSI).
Shot entirely on location in and around Kao’s hometown of Los Angeles, the film tells the story of how the couple fell in love. Hollywood A-list director Juame Collet-Serra (Run All Night, Non-Stop, Unknown, Orphan) teamed up with award winning cinematographer Phedon Papamichael (The Monuments Men, Nebraska, Descendants) for the production.
The film is the first time Xun and Kao’s real-life love story has been told. From the studios of Hollywood, to the breathtaking Red Rock Canyon, to the romantic Malibu Beach, we are taken on their intimate and moving journey of love and discovery.
The innovative, content-driven campaign is specifically designed to reach young, affluent couples that have moved away from traditional media habits to more social, mobile and outdoor media.
The campaign launched with a news leak from Hollywood Today reporting that Zhou Xun and her husband Archie had disappeared from the set of their latest project in Hollywood. The report features a harrowing chase between paparazzi and the couple as they escape the city.
The microfilm then launched on WeChat, Youku, iQiyi, Douban and Netease.
Within the first week, the campaign has achieved 150+ million impressions, including 20 million videos views, 2+ million comments, 500K+ Likes and 15,000 test drive registrations.
Through creating other content driven campaigns including ‘Dad, where are we going?’, ‘Amazing Race’ and ‘Bite of China’, TBWA\HAKUHODO has helped Infiniti achieve a stunning 74% increase in sales last year.
