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F5 creates AI-driven twist on the journey home for Chinese New Year

Shanghai based ad agency F5 created ‘The Journey Home’, a campaign for leading Chinese herbal beverage Wang Lao Ji, around the theme of Chinese New Year.

F5 chose to focus on the vast numbers of people traversing the length and breadth of the country to visit family, a phenomenon which has apparently made travel around Chinese New Year the biggest mass human migration in the world.  

Instead of relying on the usual film about happy family reunions, the agency instead tied up with technology company Baidu to launch an “interactive virtual go home experience”.

On choosing a departure point and a destination, users could see a customised 30 second video about their journey home, powered by technology that combined street view clips of the cities along the journey.

Users also had several options in terms of filters and music, to personalise these videos and share them on Chinese social media channels.

The campaign made extensive use of AI with a machine learning algorithm selecting and accurately identifying street view images authorised by Baidu Map. The images were then rendered into video clips.

F5 says it collected street view clips from over 600 cities resulting in over 100 million route combinations.

According to the agency, ‘The Journey Home’ over 1.6 million users went home virtually and shared their journey in the first two days of launch.

Commenting on the campaign Wang Lao Ji’s vice general manger Ye Jizeng said:  “Journeying home for Chinese New Year is a tradition that goes back 5,000 years. Likewise, consuming herbal tea like Wang Lao Ji is a tradition that is deeply ingrained in Chinese culture.

“To show the brand relevance to Chinese drinkers, Wang Lao Ji taps on this sentiment with an innovative thinking that millennials can resonate with.”

Credits:

Agency: F5 Shanghai

Production: F5 Shanghai

Chief creative officer: Adams Fan

Product manager: Edward Yang

Engineers: Yucheng Liu, Qi Guo

Copywriters: Pan Gu, Enzo Wu

Designers: Wei Cai, Potato Zhang

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