KIDS DRAWING

Short List
TitleKIDS DRAWING
ClientCCTV
Product / ServiceCCTV
CategoryA10. Publications & Media
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA

Brief Explanation

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.

Credits

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