Live Again

Agency: TOPic & Loong


The Qinghai-Tibet Plateau, with an elevation of 4500m, is known as the Death Zone by 30 million truckers in China.
With an annual mortality rate of 5%, truck drivers primarily succumb to altitude sickness and hypoxia.
Many of them used to live stream on Kuaishou platform. After their demise, the accounts are memorialized. Xiao Hui, an influencer with 1.6 million followers, is one of these truckers.
To raise awareness of altitude sickness and hypoxia to truck drivers, we revive Xiao Hui's Kuaishou account. Using Al technology, we recreate his voice and initiate an 8-hour live stream to share emergency knowledge, by traveling along the Qinghai-Tibet Highway.
We convert the truck Xiao Hui once drove into an Aid Station. Collaborating with local stores along the route, the aid containers with oxygen tanks and supplies for drivers are settled. We hope the Aid Stations will provide a lifeline for truckers.
4 Aid Stations have been set up along the highway, and over 3200 oxygen bottles were handed out to truckers in 1 week.
The Kuaishou social page about altitude sickness and hypoxia gets 1.21 billion views, with an awareness rise by 30% among truckers.
Kuaishou will memorialize more accounts of the deceased, to share cherished memories and contribute to society.

This professional campaign titled 'Live Again' was published in China in April, 2024. It was created for the brand: Kuaishou, by ad agency: TOPic & Loong. This Content, Digital, and OOH Outdoor media campaign is related to the Media industry and contains 2 media assets. It was submitted 15 days ago by TOPic & Loong.


Advertising Agency: TOPic & Loong, Beijing, China
Client Company: Kuaishou, Beijing, China
Project Sponsor: Sihan Wang
Project Manager: Huifeng Sun
Creative Producer: Meiyi Jiang / Chunxue Yan
Art Director: Jacky Lung / Chun Yang / Hongyu Liu
Copywriter: Jacky Lung / Yuhang Li
Account Manager: Jane Wang / Wen Zhou
Director: Wenxiong Lei


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