This was a campaign aimed at young Chinese travelers, urging them to abandon the ways of previous generations who would only dare to leave their country in the safety of tourist buses and large herds of fellow travelers led by colorful flags. Our campaign introduced youth to the radical idea of exploring the planet deeply and in smaller numbers, armed with curiosity, a thirst for adventure and bookings in obscure locations through the Agoda booking site. We gave this style of traveling a name: land diving. 

Year: 2015 / Agency: Ogilvy & Mather Shanghai / CCO: Graham Fink / ECD: Juggi Ramakrishnan / Concept Team: Juggi Ramakrishnan, Addy Khaotong, Jimmy Wang, Li Ning / Writers: Juggi Ramakrishnan, Li Ning, Jimmy Wang, Lao Tie / Art Directors: Addy Khaotong, Jimmy Wang, Li NIng / Agency Producers: Charlie Macpherson, Eric Lai / Film Director: Joshua Neale / Production House: Smuggler / Print Production: Jimmy Fang / Account Management: Marina Biglioni, Lily Wang, Cathy Chang / Planning: Ida Seow, Simon Usifo, Joy Chen, Callum Cheatle / Clients: Andrew Edwards, Edwin Ping, Jonathan Koh