We played on the pun of "Follow your heart" in Chinese – 随心所欲 to 随“信”所欲 which literally translates to Follow Shin, Travel on The Spur of Moment. The photography of main visual and video filmed were all centered around this theme. Based on Shin's travel preferences, we led a film crew in Thailand whilst Shin was walking and captured the incredible encounters in his spur of the moment trip. Adventurous scenes switched continuously with the Shin's encounters, bringing "Follow Shin" to a brand new level. It simply shouts out to Ctrip's consumer: "You can leave with Ctrip whenever you want, without too much consideration, and by simply being yourself!"

Result

Through marrying the strong persona of Shin and the brand concept, the brand proposition of "with Ctrip, travel on the spur of moment" was more appropriately conveyed, creating a significant effect and growth for Ctrip's southeast Asian travel season. Watch the video here.

Background

As China's leading comprehensive travel service company, Ctrip provides over 250 million members with a full range of travel services including wireless applications, hotel reservations, airline ticket reservations, travel vacations, business travel management and travel information, known as "the model of seamless integration of internet and traditional travel". In 2017, rock singer Shin was appointed the brand ambassador of Ctrip as their Chief Travel Planning Officer and we were commissioned to amplify the brand proposition of Ctrip.com by creating a new main visual for ads and filming a video to advocate "Spur of The Moment Travel".

Challenges

How to fuse Shin and Ctrip's common travel attitude and integrate Shin's personality and style into the brand to complement the brand image?

Solution

Starting from the free and easy personality of Shin as a rock singer and his way of traveling freely, combined with the brand's concept of "spur of the moment travel", the communication concept was set 随“信”所欲，说走就走. 

Scope 

Communication Concept, Creative & Art Direction, Key Visual Photography, Video Production

Background

As China's leading comprehensive travel service company, Ctrip provides over 250 million members with a full range of travel services including wireless applications, hotel reservations, airline ticket reservations, travel vacations, business travel management and travel information, known as "the model of seamless integration of internet and traditional travel". In 2017, rock singer Shin was appointed the brand ambassador of Ctrip as their Chief Travel Planning Officer and we were commissioned to amplify the brand proposition of Ctrip.com by creating the main visual for ads and filming a video to advocate "Spur of The Moment Travel".

Challenges

How to fuse Shin and Ctrip's common travel attitude and integrate Shin's personality and style to complement the brand image?

Solution

Starting from the free and easy personality of Shin as a rock singer and his way of traveling freely, combined with the brand's concept of "spur of the moment travel", the communication concept was set 随“信”所欲，说走就走. We played on the pun of "Follow your heart" in Chinese – 随心所欲 to 随“信”所欲,，说走就走 which literally translates to Follow Shin, Travel on The Spur of Moment. The photography of main visual and video filmed were all centered around this theme. Based on Shin's travel preferences, we led a film crew in Thailand whilst Shin was walking and captured the incredible encounters in his spur of the moment trip. Adventurous scenes switched continuously with the Shin's encounters, bringing "Follow Shin" to a brand new level. It simply shouts out to Ctrip's consumer: "You can leave with Ctrip whenever you want, without too much consideration, and by simply being yourself!"

Result

 Through marrying the strong persona of Shin and the brand concept, the brand proposition of "with Ctrip, Travel on The Spur of Moment" was more appropriately conveyed, creating a significant effect and growth for Ctrip's southeast Asian travel season. Watch the video here. 

Background:

As China's leading comprehensive travel service company, Ctrip provides over 250 million members with a full range of travel services including wireless applications, hotel reservations, airline ticket reservations, travel vacations, business travel management and travel information, known as "the model of seamless integration of internet and traditional travel". In 2017, rock singer Shin was appointed the brand ambassador of Ctrip as their Chief Travel Planning Officer and we were commissioned to amplify the brand proposition of Ctrip.com by creating a new main visual for ads and filming a video to advocate "Spur of the moment travel".

Challenges:

How to fuse Shin and Ctrip's common travel attitude and integrate Shin's personality and style into the brand to complement the brand image?

Background

As China's leading comprehensive travel service company, Ctrip provides over 250 million members with a full range of travel services including wireless applications, hotel reservations, airline ticket reservations, travel vacations, business travel management and travel information, known as "the model of seamless integration of internet and traditional travel". In 2017, rock singer Shin was appointed the brand ambassador of Ctrip as their Chief Travel Planning Officer and we were commissioned to amplify the brand proposition of Ctrip.com by creating a new main visual for ads and filming a video to advocate "Spur of The Moment Travel". 

Challenges

How to fuse Shin and Ctrip's common travel attitude and integrate Shin's personality and style into the brand to complement the brand image?

Solution

Starting from the free and easy personality of Shin as a rock singer and his way of traveling freely, combined with the brand's concept of "spur of the moment travel", the communication concept was set 随“信”所欲，说走就走. 

We played on the pun of "Follow your heart" in Chinese – 随心所欲 to 随“信”所欲 which literally translates to Follow Shin, Travel on The Spur of Moment. The photography of main visual and video filmed were all centered around this theme. Based on Shin's travel preferences, we led a film crew in Thailand whilst Shin was walking and captured the incredible encounters in his spur of the moment trip. Adventurous scenes switched continuously with the Shin's encounters, bringing "Follow Shin" to a brand new level. It simply shouts out to Ctrip's consumer: "You can leave with Ctrip whenever you want, without too much consideration, and by simply being yourself!" 

Result

Through marrying the strong persona of Shin and the brand concept, the brand proposition of "with Ctrip, travel on the spur of moment" was more appropriately conveyed, creating a significant effect and growth for Ctrip's southeast Asian travel season. Watch the video here.