Product / ServiceCCTV
CategoryA13. Commercial Public Services
EntrantLOWE CHINA Shanghai, CHINA
Entrant Company LOWE CHINA Shanghai, CHINA
Advertising Agency LOWE CHINA Shanghai, CHINA
Production Company THW CREATIVE PRODUCTION Shanghai, CHINA

Brief Explanation

The insight into the type of Chinese New Year PSA aired on CCTV is during this period are either superficially festive and happy, or emotionally general on the topic of reunion. We decided to go down a poetic route. With the quiet reminiscence of a young poet*, describing the time reversal through the poem and visuals , the audience can quietly share the genuine emotion of a young heart weeping to her lost childhood and the precious time she spent with her mother. No dramatic outcry, but emotionally resonating, this spot became a breath of fresh air in a noisy festive season. * The poem was written by a university student who left her hometown in North Eastern China to finish her studies in Hong Kong. She captured the memory of her childhood and her mother via a poetic description of time reversal. The poem won first prize in a literary competition.


Name Company Position
Kitty Lun Lowe China CEO
Oscar Leung Lowe China Creative Director
Diana Tang Lowe China Associate Creative Director
Mia Lin Lowe China Associate Creative Director
Yu Pei Lowe China Senior Art Director
Connie Chua Lowe China Head Of Production
Kiko Yang Lowe China Producer
Sparkle Teng THW Creative Production Director
Rob Wilton THW Creative Production Cinematographer
Ran Xi THW Creative Production Film Art Director
Wenru Xie THW Creative Production Production House Producer