This document provides summaries of various digital marketing projects for brands in China, including McCann Worldgroup, L'Oreal, The North Face, Nestea, Lynx, Tonglion, and Puma. The projects include websites, mini-sites, viral videos, banners, and mobile applications focused on driving traffic to online and physical store events. Key aspects included content about athletes for The North Face, tricks performed by teens in viral videos for Nestea, and games allowing users to compete with Olympic athlete Usain Bolt for Puma.

1. HARKIM CHAN
CREATIVE, ART DIRECTION and DESIGN
harkim@live.cn
+86 159 2139 3305

2. Project: MccannWG.com.cn / McCann Worldgroup
McCann Worldgroup first official China website. Site features reels
from various projects and offices. RSS feed news and articles
uploads from corporate headquarters.
http://www.mccannwg.com.cn

3. Project: MccannWG.com.cn / McCann Worldgroup

4. Project: Loreal China “Age Perfect” Digital Campaign / AGENDA
Loreal’s new lotion for women: Age Perfect launch is a digital
campaign featuring a mini-site along with banners and SNS
promos that drives audience to the store event.
Creative copy writing addresses the product attributes and its
innovation story. Equating being golden as glorified state of the
targeted age group of women.

5. Project: Loreal China “Age Perfect” Digital Campaign / AGENDA

6. Project: TheNorthFaceMag.com.cn / McCann Worldgroup
A digital proposal for The North Face China. In the form of a
web-zine, simply called “NORTH”, the mini-site features hero
stories of Chinese/Asian athletes with high accomplishments.
The site also acts as the base of a communication portal between
users and the brand; headlining China’s most current activities and
news on the sports the brand are known professionally for.
Each issue will launch with flash active banners featuring product
promos along with expert recommended expedition trails.

7. Project: TheNorthFaceMag.com.cn / McCann Worldgroup

8. Project: Nestea Viral Videos / McCann Worldgroup
A series of viral videos featuring anonymous mainland Chinese
teens performing amazing tricks/stunts. With slogan: My Tea, My
Flow, the projected brand attitude focuses on being young and
progressive in China, a market share which the tea brand products
aim to attain.

9. Project: Nestea Viral Videos / McCann Worldgroup

10. Project: LYNX.com.cn / BBH
Presentation for LYNX China mini-site. Taking the lab idea
from client’s brief, a scalable content driven site streaming viral
video uploads and product edutainments takes form of a lab with
different rooms to be unlocked by user. Keys are store drivers to
be used to unlock these rooms.
The look and feel reflects the brand’s forward thinking, bold sexual
appeal to the targeted male audience. Sensual, sexy but not sleazy.

11. Project: LYNX.com.cn / BBH

12. Project: Tonglion.com.cn / IM2
Presentation for Tonglion’s 2010 winter online mini-site campaign.
The brief focuses on asking the audience to be active outside/
outdoors during this winter. By usiung “Move!” as the primary
slogan, the ideas showcase the brand attributes of the products:
while the product keeps you warm, unlike other clumsy winter
clothing, Tonglion’s “32 degree” winter clothes allow you to move
around freely in the cold.
Client also wants a logo re-vamp along the way during the site’s
new launch. Look and feel features bright vibrant key colors as
they are the brand’s signature color scheme in the market.

13. Project: Tonglion.com.cn / IM2

14. Project: PUMA.com.cn / McCann Worldgroup
As part of the integrated “See you in Beijing” campaign for
PUMA’s first official China launch during the 2008 Olympics; the
user-generated content mini-site features a DIY mask painting
flash application which allows user to upload their own creation
to their phones; they could then print their own masks on PUMA
Tees. A campaign that touched point at all media with a store-
driving effect.
Usain’s double gold wins triggered a new online-game to be
made; feeding the champion frenzy. Users can compete virtually by
thumbing their keyboards to compete with Usain in running
various sprint events.

15. Project: PUMA.com.cn DIY MASK / McCann Worldgroup

16. Project: PUMA.com.cn Banners + Mobile / McCann Worldgroup

17. Project: Online game “racing with usain” / McCann Worldgroup