| Title | A SPECIAL MOTHER’S DAY GIFT |
| Brand | NETEASE GONGYI |
| Product / Service | ONLINE MEDIA AND PUBLIC WELFARE PLATFORM |
| Category | D01. Online Video |
| Entrant | OGILVY & MATHER SHANGHAI, CHINA |
| Entrant Company | OGILVY & MATHER SHANGHAI, CHINA |
| Advertising Agency | OGILVY & MATHER SHANGHAI, CHINA |
| Media Agency | NETEASE Beijing, CHINA |
| Production Company | FAT FAT CAT SHANGHAI, CHINA |
| Production Company 2 | HOGARTH SHANGHAI, CHINA |
| Production Company 3 | BIG BANG & FUZZ Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Graham Fink | Ogilvy/Mather Advertising Shanghai | Chief Creative Officer |
| Fiona Chen | Ogilvy/Mather Advertising Shanghai | Creative Director |
| Nicole Ma | Ogilvy/Mather Advertising Shanghai | Associate Creative Director |
| Stephen Zhong | Ogilvy/Mather Advertising Shanghai | Creative Group Head |
| Ding Cong | Ogilvy/Mather Advertising Shanghai | Senior Art Director |
| Arthur Gui | Ogilvy/Mather Advertising Shanghai | Junior Art Director |
| Dean Yu | Ogilvy/Mather Advertising Shanghai | Junior Art Director |
| Omi Chen | Ogilvy/Mather Advertising Shanghai | Junior Art Director |
| Eno Jin | Ogilvy/Mather Advertising Shanghai | Senior Assistant To Cco |
| Eric Lai | Ogilvy/Mather Advertising Shanghai | Head Of Tv |
| Ryan Lou | Hogarth Shanghai | Post Producer |
| Hayden Pan | Director | |
| Moto | Cinematographer | |
| Zoe Zhang | Hogarth Shanghai | Editor |
| Jody Lou | Hogarth Shanghai | Editor |
We rigged the heartbeat detector (fetal Doppler) by inserting a mini MP3 player inside the device. At the push of a blue-tooth remote control button, it will play a pre-recorded sound of a young child saying, “Happy Mother’s Day”. The film is released by NetEase Gongyi on its website on Mother’s Day itself. gongyi.163.com It is followed by social and news dialogues regarding the issue of gender based abortion.
The film spread very quickly once it was released on Youku and NetEase Gongyi. It made headline news on one of the four major online news platform, NetEase, and got over 200,000 views within the first 3 hours. It also brought a daily average of 300,000 new users to the NetEase Gongyi website.
Background Since China instituted its one child policy in 1978, almost 13 million abortions take place every year due to gender preference. Gender preference is not new news in China. Our objective is to make the general population aware of this problem that they are used to ignore. Insight and Strategy Mother’s Day is a celebration of motherhood, maternal bonds, and the influence of mothers in society. We want to make use of Mother’s Day to do a creative experiment on expecting mothers when they are doing their ultra-sound scan of their babies at the hospital. Idea Give every child a chance to say “Happy Mother’s Day”.