Liu Wei

When you have 10x lossless zoom on OPPO Reno, you can get so close with anything that you see.

Let’s follow Margaux and see what she found.

My role: Creative, Copywriting

It’s a fact—our devices have taken over our lives. With more services, apps, and games available on our phones than ever before, we lose the real, human connections with our families and friends. Smartphone addiction is a worldwide phenomenon, but it is especially prevalent in China and becomes an even bigger problem during the Chinese New Year celebration, which has been called the biggest migration of people on earth. Hundreds of millions of people travel long distances to reunite with their families. But distractions on our phones sometimes stop us from enjoying time together and reconnecting.

As a brand that values the home as sacred and has made “togetherness” its motto, IKEA wanted to make something to bring people closer. So we created a digital store that will reward people for staying away from their phones and social media.

The mechanism is simple: you choose an IKEA product in the app that you would like to get. But instead of a price tag, it has a “time tag” attached to it. Once you choose the product and accept the challenge, a countdown starts on your screen and all you need to do is NOT touch your phone for the duration required to win that reward. Depending on the value of the reward, you have to stay away from your phone for half an hour or more. And if you switch from the app to use your phone in any other way, the system detects the activity and you fail the challenge.

When the time elapses, the app generates a tongue-in-cheek certificate that declares you a “great family person.” And, of course, you also win great savings on the selected IKEA product with the time you spent away from your phone.

By creating a hack within your phone that rewards you for not using it, we’ve enable people to have a detox from their phone addiction and have real interactions with their families in their homes.

My role: Creative, Copywriting

Everyone sleeps differently and has their own unique needs. Some like soft mattress and blackout curtains to block the light. Others need three duck feather pillows or even no pillow at all.

IKEA has a complete range of products to help you sleep better. But how do we show it in a way that doesn’t look like a 30 second of happy, sweet bedroom tutorial video?

We created the IKEA Sleep Pattern.

We started with a set of photographic artwork, those photos amaze us how amazing people’s sleep pattern would differ over an 8-hour period and then with hundred of tweaks of camera exposure, mixing static image with moving images and playing with light.

We did it.

My role: Creative, Copywriting

In China, parents want their kids to have fun playing sports but are nervous about the possibility of them getting hurt.

So this Children’s Day, we offer Chinese kids a symbol of their dedication to sport in China called the Nike “Badge of Honor.”

The Badge of Honor is a series of specially designed bandages available free after the purchase of Nike “Young Athletes” product at select Nike retail stores. 4 sets of 14 bandages were designed for basketball, running, football and skateboarding. They were packaged in specially designed sleeves that unfold into comic strips telling fictional stories of young athletes who played hard, fell down and then found the courage to get back up again.

On the packages we included links to animated versions of the stories that featured Nike athlete cameos such as the nation’s best sprinter Su Bingtian, the goalkeeper of the China Women’s football team Zhao Lina, popular high jumper Zhang Guowei and veteran basketball player Yi Jianlian.

2018 ADFEST | Integrated Lotus Winner | Integrated Lotus
2018 ADFEST | Bronze Winner | Direct Lotus | Direct Campaign for Retention / Loyalty
2018 ADFEST | Finalist | Design Lotus | Packaging Design
2017 Creativity Online | Pick of the Day | Top 20
2017 Advertising Age | Best Ads

My role: Creative, Copywriting

We wanted to re-create the stories of Slam Dunk for Chinese kids.

In China people don’t really pay attention to high school basketball... even basketball fans. Nike China wanted to elevate its high school basketball league (HBL) to a level where the wider community would take notice of the league and its players and at the same time inspire basketball kids in China to pursue their own basketball dreams.

To commemorate and encourage the players of HBL, we created a mysterious character with “THE VOICE OF HBL.” This hooded, charismatic hype man magically reaches out to every player and everyone who loves the game by acknowledging their hard work and reminding them to seize this once in a lifetime opportunity – because they only HBL ONCE.

In this film we see HBL players grinding through another day of practice and hustling every chance they get in their seasonal games, pushing themselves beyond their limits. All of this leads up to the most grand basketball stage of their life - NIKE HBL INVITATIONAL – where they will be challenged by the best teams from Shanghai, Beijing, Guangzhou, Taiwan and Hong Kong.

For the first time this year, the NIKE HBL INVITATIONAL will be held on the largest stage for basketball in China - Beijing Wukesong Stadium. It offers all the young high school athletes in Greater China the chance to make names for their schools and themselves and gain the attention of the entire nation.

For the out of home part of the campaign, we went all over Beijing, Shanghai and Guangzhou and visited 12 HBL team to capture true and emotional moments of joy, pain, accomplishment and camaraderies in their training and games. These stunning photos appears on each HBL school and also on the street of these cities, together with our campaign tagline “YOU ONLY HBL ONCE”, to inspire HBL players to play harder and let more people feel just how much love these young players have for the game.

By highlighting the dedication and sacrifice the HBL players give to basketball, Nike China wants to cast the spotlight on the players, draw people’s attention to HBL, and make the players proud of what they have achieved that has brought them to the court. Because after all, YOU ONLY HBL ONCE.

My role: Creative, Copywriting

In this film, we found a voice for aspiring Chinese basketball kids from their harsh encouragement for Chinese player Zhou Qi, who landed in the Houston Rockets and was seen as a representation of the upcoming generation of players in China.

My role: Creative, Copywriting

Hong Kongers felt the heat for Rex Tso’s much-anticipated fight on October 7, 2017. Before making new headlines for his 22nd win, undefeated Hong Kong professional boxer Rex Tso appeared in the latest “Just Do It” short film

Directed by award-winning international film director Michael Mann, this inspiring ninety-second long film reveals the emotional thoughts of Rex at the most critical moment in a fight. The message is clear and simple, no matter win or lose, giving up is not an option. Taking inspiration from this message, comes the film’s tagline “YOU CAN’T GUARANTEE A WIN, BUT YOU CAN GUARANTEE A FIGHT”.

My role: Creative, Copywriting

Nike has been in China for over 20 years. People love the brand but for them, "Just Do It" is nothing more than a catchy tagline.

The concept came to be conceived: Define "Just Do It", not by telling people what it is, but rather telling people what it's not. For once and all, we show the spirit of Just Do It in China and elevate this three-character tagline into an actual call to sports.

We launch the spot on the very next day when the Rio Olympics end, with one simple and clear message on each media: "You don't have to wait for another four years, just do it."

My role: Copywriting

After an unordinary career full of heroic and tragic moments, Liu Xiang decides to step down the stage of track and field and become who he is originally - an ordinary man from Shanghai.

We pay tribute to the Asian flying man and the most inspiring aspect of him: His ordinary side. If he can do it with his body, so can every other Chinese kid.

My role: Creative, Copywriting

2016 is a big year for sports because of Rio Olympics. Nike globally created the Unlimited campaign to inspire everyone - athletes and everyday athletes alike.

But what defines an unlimited Chinese athlete? We invited documentary director Siri Bedford and get close to our athlete and hear them out. We just observe, like a fly on the wall.

My role: Creative, Copywriting

A shoe from the future.

A shoe with a strange but memorable sole.

A shoe that makes you run forever.

My role: Creative, Copywriting

At the 2015 Shanghai Marathon, we placed cameras set to shoot two shots per second, to capture runners’ unforgettable finish line moment. We synced each image with the race time and fed the massive data to a team of 50 designers and compositors on standby in our control room. In a span of six hours, we inspected, cropped, treated, and stitched each image with care and attention into a digital collective mural in real time. That evening, the massive collage composed of all the Shanghai Marathon finishers, went online. We called it 'The Unstoppable Tribute’, a unique and collective composition, that, if put into the real world, would stretch over 3 miles.

That night, over 10,000 Shanghai Marathon finishers could find themselves by inputting their race time on their mobile. The Tribute received over 25,000 visitors in the first two days and over 7,000 runners shared their unforgettable moment on social media. Showing the world the pride and glory of this unique breed.

We targeted runners and the people of the city using WeChat, the most widely used APP and social platform in China. Nike set out to empower the runners, salute them, and champion them for the athletic pioneers that they are and show the city, these athletes are locals the whole city should be proud of. By posting on their personal WeChat, runners could instantly share our Tribute and their individual finish line moment. 

My role: Creative, Copywriting

I teamed up with my friends and took part in the Young Lions competition in Cannes as the representatives of China in 2013 and 2014. Here's what we've done.

Although we didn't win, it was a great experience to be in Cannes and get to know all the amazingly interesting creative teams from all over the world.