Infiniti has released a seven-minute microfilm in China to promote the QX50, with star power to back the launch.
Starring Chinese actress Zhou Xun and American actor Archie Kao, the film was shot on location in and around Kao’s hometown of Los Angeles telling the story of how the couple fell in love.
Titled ‘Dream Escape’, the microfilm launched on WeChat, Youku, iQiyi, Douban and Netease, generating more than 150 million impressions within the first week.
Launched by TBWA\HAKUHODO Beijing, the film was produced by Hollywood director Juame Collet-Serra and award winning cinematographer Phedon Papamichael, the campaign is specifically designed to reach young, affluent couples that have moved away from traditional media habits to more social, mobile and outdoor media.
Watch the microfilm here:
Watch the viral teaser here:
Managing director: Dean Sciole
Group creative director: Bamboo Ye
Associate creative director: Hu Zhen Huan
Copywriter: Zhang Yue Wu
Head of planning: Gordon Wu
Strategic planner: Carrie Zhang
Director of photography: Phedon Papamichael
Photographer: Chen Man
Production: Puck Productions, Los Angeles