Collaborating with 10 different artists and animators from around the world, we created a series of entertaining animations to engage our young China target audience by educating them how to pronounce correctly the product name “Reno”.

In China, the overall English language capability is very low. Apart from tier 1 and 2 cities, most of our target audience do not know how to pronounce the word “Reno”. Even more educated people tends to pronounce the name wrong with different tones like “Weno”, “Vano” or “Re-no”. This became a huge obstacle for the new product series to become a stronger brand in the market.

One challenge was how to get our target audience to watch all the films without skipping them. To overcome this we made each animation teasers to use a totally different style from different animators. From a nostalgic puppet cat to hand-drawing illustration, CGI, and 8-bit digital animation. This deliberate move ensured each time the viewer saw a new teaser, it felt fresh and unexpected from the last one so they wanted to watch till the end message of “Reno2 is coming”.

Each artist and animator was given an open brief to create any story they wanted, as long as the ended with message of “Reno2 is coming”. We also customised a unique jingle with VO at the end together to strengthen the campaign look and consistency.