Title | KIDS DRAWING |
Brand | CCTV |
Product / Service | CCTV |
Category | A10. Publications & Media |
Entrant | FRED & FARID SHANGHAI, CHINA |
Entrant Company | FRED & FARID SHANGHAI, CHINA |
Advertising Agency | FRED & FARID SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Fred & Farid | FRED & FARID SHANGHAI | Chief Creative Officers |
Feng Huang, Asterio Gutierrez | FRED & FARID SHANGHAI | Creative Director |
Joseph Davies | FRED & FARID SHANGHAI | Copywriter |
Jih-Jan Lee, Liz Cai | FRED & FARID SHANGHAI | Art Director |
Frances Alvarado | FRED & FARID SHANGHAI | Business Director |
May Xiao, Chan Li, Melody Zhong | FRED & FARID SHANGHAI | Account Manager |
Yong Shen | 16: 9 Films | Director |
Karim Naceur, Takan Yang | FRED & FARID SHANGHAI | Agency Producer |
Children always represent our brightest wishes for the future, but it might not be possible for the next generation to see the bright environment in just one decade. As concession to expanding Chinese urban area, nature area is shrinking meanwhile. Maybe in the future, green plants won’t exist in modern cities any longer, and they won’t function as “lung of city” to clean the air by then. In our film, we construct the scenario as assumed above—in 2025, high technologies are exploited as common methods for primary education; however, children at that time have lost their colorful imagination born naturally. When asked to draw pictures about “the world in my eyes”, all children paint everything in gray, because that’s what they have perceived. There’s still light and curiosity in children’s eyes, but what adults have left to them is only nasty air outside the window, which makes the entire world a desperate place. The last color could be distinguished is from some tiny, delicate but weak plants placed in hanging glass decoration. The young teacher witnesses all this and worries. The film intents to warn audience nowadays: don’t let all this happen.