ANCHOR KIDS MILK '10 MARKS' CAMPAIGN

TitleANCHOR KIDS MILK '10 MARKS' CAMPAIGN
ClientFONTERRA COMMERCIAL TRADING (SHANGHAI) COMPANY
Product / ServiceANCHOR WHITE MILK
CategoryB02. Viral Film
EntrantTRIBAL DDB SHANGHAI, CHINA
Entrant Company TRIBAL DDB SHANGHAI, CHINA
Advertising Agency DDB CHINA GROUP Shanghai, CHINA
Production Company MOTO ARTISTS & PRODUCTION Shanghai, CHINA

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.

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
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