ANCHOR KIDS MILK '10 MARKS' CAMPAIGN
| Title | ANCHOR KIDS MILK '10 MARKS' CAMPAIGN |
| Brand | FONTERRA COMMERCIAL TRADING (SHANGHAI) COMPANY |
| Product / Service | ANCHOR WHITE MILK |
| Category | B02. Viral Film |
| Entrant | TRIBAL DDB SHANGHAI, CHINA |
| Entrant Company | TRIBAL DDB SHANGHAI, CHINA |
| Advertising Agency | DDB CHINA GROUP Shanghai, CHINA |
| Production Company | MOTO ARTISTS & PRODUCTION Shanghai, CHINA |
Credits
| Name | Company | Position |
|---|---|---|
| Ng Jit Hoong | Tribal Worldwide Shanghai (Part Of DDB China Group) | Managing Director |
| Tim Cheng | Tribal Worldwide Shanghai (part of DDB China Group) | Chief Creative Officer |
| Zheng Li | Tribal Worldwide Shanghai (part of DDB China Group) | Executive Creative Director |
| Bely Xu | Tribal Worldwide Shanghai (part of DDB China Group) | Associate Creative Director |
| Tony Hua | Tribal Worldwide Shanghai (part of DDB China Group) | Associate Creative Director |
| Zongliang Wang | Tribal Worldwide Shanghai (part of DDB China Group) | Creative Director |
| Xiaohui Li | Tribal Worldwide Shanghai (part of DDB China Group) | Art Director |
| Messi Mei | Tribal Worldwide Shanghai (part of DDB China Group) | Art Director |
| Cherry Wang | Tribal Worldwide Shanghai (part of DDB China Group) | Producer |
| Denise Tang | Tribal Worldwide Shanghai (part of DDB China Group) | Chief Strategy Officer |
| Jie Lu | Tribal Worldwide Shanghai (part of DDB China Group) | Senior Planner |
| Mirabelle Ng | Tribal Worldwide Shanghai (part of DDB China Group) | Business Director |
| Jack Yu | Tribal Worldwide Shanghai (part of DDB China Group) | Group Account Director |
| Emma Du | Tribal Worldwide Shanghai (part of DDB China Group) | Senior Account Manager |
| Mika Zhang | Tribal Worldwide Shanghai (part of DDB China Group) | Account Manager |
| Severine Liu | Tribal Worldwide Shanghai (part of DDB China Group) | Senior Account Executive |
| Zero Lin | MOTO PRODUCTION | Film Director |
Brief Explanation
The film is a real life interview of 73 pairs of mom & kid showing their emotions without any preparation and rehearsal before they were put in front of the camera. Neither the moms nor the kids were aware of the questions they would be asked. Each pair of mom & kid was placed in two separate rooms to make sure that they could hear each other. It first started off by talking to the moms and encouraged them to share their feelings of their kids and any interesting stories happened between them. At the end of each interview, we asked the moms to score their kids from 1 the lowest to 10 the highest. In another room, we asked the kids the same questions about their feelings towards their moms and to give a score for their moms. We saw an interesting scenario and that none of the Chinese moms have ever encountered before -- moms believe that their kids are never good enough and they can always do better and go further. In the contrary, in the eyes of kids, they feel moms are perfect or even more than perfect.