Title | ALWAYS BY MY SIDE |
Brand | CCTV |
Product / Service | CCTV |
Category | A13. Commercial Public Services |
Entrant | LOWE CHINA Shanghai, CHINA |
Entrant Company | LOWE CHINA Shanghai, CHINA |
Advertising Agency | LOWE CHINA Shanghai, CHINA |
Production Company | THW CREATIVE PRODUCTION Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Kitty Lun | Lowe China | CEO |
Oscar Leung | Lowe China | Creative Director |
Diana Tang | Lowe China | Associate Creative Director |
Mia Lin | Lowe China | Associate Creative Director |
Yu Pei | Lowe China | Senior Art Director |
Connie Chua | Lowe China | Head Of Production |
Kiko Yang | Lowe China | Producer |
Sparkle Teng | THW Creative Production | Director |
Rob Wilton | THW Creative Production | Cinematographer |
Ran Xi | THW Creative Production | Film Art Director |
Wenru Xie | THW Creative Production | Production House Producer |
The insight into the type of Chinese New Year PSA aired on CCTV is during this period are either superficially festive and happy, or emotionally general on the topic of reunion. We decided to go down a poetic route. With the quiet reminiscence of a young poet*, describing the time reversal through the poem and visuals , the audience can quietly share the genuine emotion of a young heart weeping to her lost childhood and the precious time she spent with her mother. No dramatic outcry, but emotionally resonating, this spot became a breath of fresh air in a noisy festive season. * The poem was written by a university student who left her hometown in North Eastern China to finish her studies in Hong Kong. She captured the memory of her childhood and her mother via a poetic description of time reversal. The poem won first prize in a literary competition.