vivo has launched its first flip screen phone, combining its lightweight and portable design with features such as hovering selfies. The brand aims to seize the post-pandemic travel demand in 2023 August summer vacation season and position it as the perfect phone for "on-the-go" usage.

We intentionally avoid featuring people in our advertisement and instead let "two hearts" take center stage to create a truly meaningful journey of souls. The daily pressures of life make people emotionally numb and grow a hard shell – symbolized by the "stone heart" representing numb urban people. On the other hand, the "red heart" represents freshness, vitality, and liveliness – reflecting everyone's true nature. From initially being led by the "red heart" on a trip to actively embracing new scenery and documenting experiences, the surface shell of stone heart is broken down, which is leading to an unexpected transformation... Finally, the story moves toward a philosophical ending. In fact, there is no "red heart" as a traveling companion. "Stone Heart" realizes that the "red heart" accompanying her along the way is herself…

We create a campaign for this flip phone with an attractive design to resonate with our target audience - financially independent female users who value aesthetics, constantly explore themselves, and have independent perspectives. They either currently or previously have had expectations for travel, but life's pressures always hinder their plans. Diving into their lives, we discover that the essence of travel has nothing to do with the places they've been, but rather with the anticipation of experiences— going to unfamiliar places, experiencing new things, rediscovering their expectations for life, and have connections with the world. With its various functions, vivo can accompany them in capturing more exciting moments. We have crafted the campaign slogan #Flipped for the travel season.

The daily pressures of life make people emotionally numb and grow a hard shell – symbolized by the "stone heart" representing numb urban people. On the other hand, the "red heart" represents freshness, vitality, and liveliness – reflecting everyone's true nature. From initially being led by the "red heart" on a trip to actively embracing new scenery and documenting experiences, the surface shell of stone heart is broken down, which is leading to an unexpected transformation... Finally, the story moves toward a philosophical ending. In fact, there is no "red heart" as a traveling companion. "Stone Heart" realizes that the "red heart" accompanying her along the way is herself…

Despite the project launching at the end of the year and lasting only one week, we still achieved good results. Across the entire network, we garnered over 100,000 views, 10,000+ comments, and 1,000+ shares. The majority of reactions were positive, and the project received coverage from numerous advertising channels on Chinese social platforms such as WeChat, Weibo, and little red book.