THE LATE NEW CLOTHES

Bronze Spike
TitleTHE LATE NEW CLOTHES
ClientCCTV ADVERTISING CENTER
Product / ServiceCCTV
CategoryA10. Best Production Value
EntrantMcCANN WORLDGROUP Shanghai, CHINA
Entrant Company McCANN WORLDGROUP Shanghai, CHINA
Advertising Agency McCANN WORLDGROUP Shanghai, CHINA
Production Company MILIFILM Shanghai, CHINA

Brief Explanation

Life is one long journey. Every year end there are hundreds of millions people on their way home in China. Family reunion over Chinese New Year means a lot to the mainlanders. This TVC campaign depicts four different Home Coming stories glorifying family value and humanity. It covers the travelers from West, East, South, North of China, as well as overseas (Cameroon and Taiwan). The conviction of Family Reunion becomes the driving force of our travelers – Home is where your heart is.

Creative Execution

Every year over 300 million people return to their villages from the cities of China. Documenting and dramatising one of those journey's required a flexible and innovative production that captured the essence of journey across China.

Credits

Name Position
Tomaz Mok Chief Creative Officer
Louis Cheung Executive Creative Director
Sun Tao/Thomas Li Creative Director
Xing Yu/Manco Wei Copywriter
Sun Tao/Bobo Chen/Johnny Bao/Sky Lin/Dandan Zhao Art Director
Maggie Xue Agency Producer
Canning Li Account Supervisor
Zheng Mao Shi Advertiser's Supervisor
Hsiao Chi Wei Producer
Ho Nan Hung Director
Ho Nan Hung Director Of Photography