Title | A NEW YEAR SONG FOR YOU |
Brand | APPLE |
Product / Service | BRAND |
Category | A09. Excellence in Music Content Production & Distribution Strategy |
Entrant | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Idea Creation | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Production | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Stephen Kong | TBWA \ Media Arts Lab | Creative Director |
Lisi Davis | TBWA \ Media Arts Lab | Management Director (of Client Services) |
Rachel Macbeth | TBWA \ Media Arts Lab | Director of Planning |
Ken Nakamura | TBWA \ Media Arts Lab | Group Account Director |
Samuel Minns | TBWA \ Media Arts Lab | Senior Account Director |
Adams Ho | TBWA \ Media Arts Lab | Senior Art Director |
Zebra Hua | TBWA \ Media Arts Lab | Senior Copywriter |
Mesu Lu | TBWA \ Media Arts Lab | Senior Art Director |
Wendy Leung | TBWA \ Media Arts Lab | Senior TV Producer |
Lesley Tse | TBWA \ Media Arts Lab | TV Producer |
Tak Yin Kwong | TBWA \ Media Arts Lab | TV Producer |
Kelvin Ngai | TBWA \ Media Arts Lab | Digital Producer |
Yvette Han | TBWA \ Media Arts Lab | Account Supervisor |
Ted Li | TBWA \ Media Arts Lab | Account Executive |
Scarlett Wang | TBWA \ Media Arts Lab | Associate Account Executive |
Reynaldo Canlas Jr. | TBWA \ Media Arts Lab | Senior Planner |
Maggie Chan | TBWA \ Media Arts Lab | Planner |
Benny Zhang | TBWA \ Media Arts Lab | Business Affairs Manager |
Stanley Kwan | Post Production Office Limited | Director |
William Chang Suk Ping | Post Production Office Limited | Art Director |
The idea is very simple. Before Chinese New Year, we wanted to present a musical gift to everyone in China while wishing them a happy New Year. But this gift was not an ordinary one. Through this gift, we wanted them to think about the tradition of going home in a refreshingly modern and different way.
Apple invited the Godfather of Mandarin Pop, Jonathan Lee, with his two protégés Jianqing Li and Ann Bai to reimagine a classic holiday song as a gift to China this year. Together the talent utilized Apple products to create a lyrical reminder to young people that going home is never a burden, but a perfect reunion with their family. A 90-second film launched on 22.01.16 on TV and online. It was accompanied by a music video and interviews with the trio describing their intentions behind the new arrangement of “Gong Xi Gong Xi.” These appeared on multiple platforms, including Youku, apple.com, WeChat and also a media first custom designed mast head banner on the Youku App. During the campaign period from 22.01.16 - 08.02.16 the artists posted on their Weibo accounts to help spread the message and wish China happiness with their family. The full version of the song launched exclusively on iTunes.
A multi-faceted engagement strategy cut through the complex media environment in China to connect with our audience. The response was amazing. Overnight the film and song on iTunes ‘A New Year Song for you’ became #1 on iTunes’ Mandarin Pop Music list and #2 on International Pop Music list. The film garnered 582M organic impression and 137K likes on WeChat. Subscriber growth on the Apple Brand Youku Page rose 17% due to our launch on the Youku Masthead App. Tim Cook loved the song so much he posted the campaign on his Weibo account.
For years, this song served as a tradition in respect to Chinese New Year that celebrates the joy of new beginnings. After being re-recorded over the last 70 years the song unfortunately became an overused background track for supermarkets at Chinese New Year and lost its traditional significance. In this campaign, we gave a second life to this song by recreating this classic with a modern twist. More importantly, this gift of music has revitalized the once lost tradition of Chinese culture.
Revamp a well known song “Gong Xi Gong Xi” or “Congrats! Congrats!” that has lost it’s cultural significance and, at the same time, shed light on the fact that that many young people are avoiding going home at Chinese New Year due to the pressure that their parents place upon them. Chinese New Year is the greatest human migration in the world, but as it has become stressful for the younger generations and the tradition of appreciating home is drifting away.We aimed to alleviate this and remind our audience of the importance of going home for this holiday.