Product / ServiceMORNING TEARS
CategoryA01. Art direction/Production design
EntrantWUNDERMAN Shanghai, CHINA
Entrant Company WUNDERMAN Shanghai, CHINA
Advertising Agency WUNDERMAN Shanghai, CHINA
Production Company BLACK + CAMERON Shanghai, CHINA


Name Company Position
Chris Jones Wunderman Executive Creative Director
Hans Ibrahim Wunderman Creative Director

Brief Explanation

In a darkened building we hear a couple fighting. We see their shadows as the argument escalates. Hidden in a child's bedroom is a kite, a metaphor for the scared child who we can hear breathing. A bottle breaks and the father falls to the ground, pushing the child's bedroom door and ripping the kite. The shadow of the mother is seen sobbing leaning over the body of her husband. Cut to a scene of her being led away by police as the kite is carried to a waiting car. We hear the child sobbing. After a frightening police car ride the kite is now left in a waiting room. Until a friendly hand picks it up. While the voice over tells about the issue of children suffering when parents are imprisoned, we see the kite being mended and taken somewhere brighter. Finally the kite is released and we cut to see a child's feet lift from the ground. Thanks to Innocent Children, a Morning Tears initiative, the child has been set free to fulfill his/her potential.

Creative Execution