TAKE ME TO YUE / what3words
A story-based DM for the Chinese automotive industry.
The mid-Autumn festival is an important time for Chinese business. Traditional mooncakes are exchanged, strengthening connections. As a western business looking to build partnerships in the Chinese auto industry, what3words wanted to embrace this opportunity and show how it could solve Chinese voice input problems related to addressing. The biggest of these is that many Chinese words are homophones – they sound exactly the same, but mean very different things.
Digging into the traditional mid-autumn stories, we came across the story of how the moon goddess Chang’e came to end up on the Moon. Realising that the Chinese word for Moon sounds exactly the same as the name of a Chinese province gave us the insight needed to craft an alternative telling of the story, with a voice navigation mistake at its heart.
The story was visualised by minimal design and handwritten Chinese calligraphy on a mooncake box, and also made into an online film for wider sharing.