NetEase - News Campaign
NetEase is one of the 'big four' digital platforms in China and one of the most visited sites. In 2012, its news service was best known for the openness of its user-generated content. We convinced the client to shift the focus from 'news' to 'user opinion', and give the brand an edginess that could resonate with a younger generation of readers. Thought-provoking headlines were tattooed on bodies, along with a double strap-line that loosely translates as "Attitude is written on all of us". The client eventually bought the idea. As if to prove a point, the campaign launched on 8th November 2012 - the opening day of the National Congress of the Communist Party of China.
Work included an online TVC, outdoor and digital.
