| Title | CNY-CHOPSTICKS |
| Brand | CCTV ADVERTISING CENTER |
| Product / Service | CCTV |
| Category | A02. Direction |
| Entrant | McCANN WORLDGROUP Shanghai, CHINA |
| Entrant Company | McCANN WORLDGROUP Shanghai, CHINA |
| Advertising Agency | McCANN WORLDGROUP Shanghai, CHINA |
| Production Company | GWANTSI Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Tomaz Mok | Mccann Erickson Shanghai | Chairman |
| Sun Tao | Mccann Erickson Shanghai | Creative Director |
| Cheng Cheng | Mccann Erickson Shanghai | Agency Producer |
| Mmanco Wei | Mccann Erickson Shanghai | Copywriter |
| Eric Lu | Mccann Erickson Shanghai | Copywriter |
| Evan Zhang | Mccann Erickson Shanghai | Copywriter |
Ad Agency needs to create an innovative PSA (Public Service Ad) distinguished from the previous 2013 Home Coming campaign, yet with the family theme during Chinese New Year? This ad will be broadcasted through Chinese New Year Gala Show (similar to SuperBowl). The viewership is around 650,000,000. In the whole New Year period this ad will arouse 1.4 billion people's emotion in this most special time of the year. Chopsticks is not just a common utensil at the ordinary Chinese dining table. It can be a tool for the reserved Chinese to express their emotion, love, heritage, sharing, respect and gratitude. Chopsticks share the taste of love and happiness.