Beautiful Nonsense Shanghai realized the new campaign for the Genesis Motors China EV Brand Vision. “As a creative partner of Publicis Groupe / Shanghai and Executive Creative Director of the project, we developed a campaign specially for the Chinese market under the overarching brand umbrella ‘Genesis of You’,” CEO Ben Teismann tells GoSee.
The Genesis EV Vision is designed to redefine the electric luxury experience : “‘Eliminating everything negative elevates the essence of life,’ was the starting point. A simple adaptation of the global EV campaign was not possible because it could not be translated into Chinese.”
Ben continues : “We tapped into the luxury trend called ‘Elevated Essentialism’ that is all over China at the moment. The emerging idea that luxury should, above all, make life effortless and sublime. Simple and meaningful experience, without superficial excess. Particularly in the luxury segment, many people want to buy less but of higher quality and, by doing so, demonstrate mindful consumption. The social impact of a purchase is of considerable importance. The question behind it: Civilization has come this far. How do we move forward from here?
Our concept : Reduction moves us forward. Minimize obstacles. Open your space. Move forward. Elevate the essence of your life, you. Essence, Elevated. Genesis of you.
Making it happen: We knew that it was crazy to try and realize such a CGI-heavy project in only six weeks. We did it anyway and succeeded.”
And the result: A very proud Genesis Motors China CEO. Who exactly is behind Beautiful Nonsense Shanghai? “We are an independent cross-cultural design and communications consultancy founded by Wenwen Jiang and Ben Teismann in Shanghai.
We come from China and Germany and have more than 25 years of agency experience in branding, design, conception, campaign development and realization, digital and classic. We specialize in cross-cultural communication for foreign companies operating in China and Chinese companies operating in Europe. Often and gladly in cooperation with local and/or international design and advertising agencies.
Our particular focus, in addition to linguistic challenges and customs, is on culturally related differences in visual language, trends, tonality, design, the approach to addressing different target groups, and the choice of the right communication channels.
“We are convinced that what separates us is also what unites us. We refer to it as the ‘Momentum of what’s worth noticing.’ Clever, entertaining, thoughtful, funny, ambiguous or weird but always worth noticing – just beautiful nonsense.”
Among their clients are already big players such as Jung von Matt, Publicis Groupe, module, AVATR, Lotus, BOSCH, BMW, Rolls Royce, Lync & Co, Volvo… and, of course, Genesis Motors China.
CREDITS
Client: Genesis Motors China, Agency: Publicis Groupe
Production House: Prodigious / Shanghai & ID Creation / Shanghai
CGI & VFX: Beijing Phenom Films
Creative Partner / Executive Creative Director: Ben Teismann / ⽆美侠 Beautiful Nonsense
Genesis: Markus Henne, Daniel Seyferle, Bella Yan, Ha Ha
Publicis Groupe Account Service: Andy Ho, Elsze Lee, Jan He, Julie Yang, Sia Zhang
Publicis Groupe Strategy: Serge Platkovskiy, Laiwai Xie
Publicis Groupe Creative: Jay Tamati, Celson Durante, Kit Meng, Lily Li
Executive Producers: Anson Zhang, York Liu, Smiley Yuan, Lily Jin
Producers: Kathy Zhang, Ruby Luo
Photographer: Panke , Director: Shawn Chen, DOP: Sam (Datou)
Editor: BBK, TC: Zhang Ying Jie
VFX: Wang Chengcheng, Sean Shen, Zhang Lin, David Tan, Wu Xiao, An Le, Yang Yutin
CGI: Wu Xuebin, Zheng Peng
Digital Artists: Yang Shunce, Marie Cheng, Li Chuanhao, Liu Bin
3D: Tian Gong, Online: CO2, Yang Yun
GoSee : Beautiful Nonsense on behance.net/benteismann
14.06.2023
14.06.2023