The general consumers in China had the misperception of “the more the better”. Our brief was to de-bunk the notion of “more cores, more power”, and shift the conversation to “overall performance of the mobile phone.”
 
Playing on the misperception of “the more the better”, we make use of the popularity and talent of Mike Sui to create live demonstrations, by tricking people into thinking a nifty “Octa-core Add-on” gadget will immediately make their phone faster, before revealing and educating them.
 
Involvement: Creative Direction / Art Direction / Scripting