| Title | THE SHI-SAN-WU WHAT? |
| Brand | FU XING ROAD STUDIO |
| Product / Service | PUBLIC SERVICE |
| Category | A08. Excellence in Music Video |
| Entrant | BBDO AND PROXIMITY CHINA Shanghai, CHINA |
| Idea Creation | BBDO AND PROXIMITY CHINA Shanghai, CHINA |
| Production | LINK FILMS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| WaiFoong Leong, Frank Zhao， Army Xie， Summer Zhang， Tom Mangione, Eric Wu, Stanley Tung | BBDO and Proximity China | Chief Creative Officer, Creative Director, Executive Creative Director,English, Group Account Director, Copywriter, Proudcer, TV Producer |
In order to make such long and boring politics interesting, our idea is to mix the politics with western pop culture to make the politic message easily to be accepted by foreign audiences. The idea is “Make China POP”.
The first launch of the video was on Oct.26 2015 on China’s leading video site-Tencent Video and Youku.com. With only a few hours, it has been promoted to the main page which generated even higher momentum in viewership. It soon turns out to be the trending topic on social media and media picked up the story (nearly 40 global news agencies) , and with the wide-spreading report, it soon became a world-wide phenomenon.
Over 160 million viewership worldwide on world’s major video sites. 3.1 million unique users reached for the 1st week on Facebook. 10 million viewership reached for the 1st week on Youtube. over 40+ major western major media and news agencies reported the song, and over 10 media put the song as their headline video in their website, including CNN, BBC, Times, AFP…etc. “It's perhaps the most tweeted video about communism ever made, featuring chirpy, colourful animated characters who sing about the Five Year Plan.”- The Telegraph
What the news reports provide support to its effectiveness in delivery of the objective. “You think economics is boring? The idea of a Communist Party’s five-year development plan has never excited you? Think again.” - The Washington Post “China's cartoon explaining its five-year plan is catchier than most pop songs” - The VERGE “What's the best way for the world's second-largest economy to explain its latest five-year economic plan? Why, through a catchy song, of course.” – CNBC “It's perhaps the most tweeted video about communism ever made, featuring chirpy, colourful animated characters who sing about the Five Year Plan.”- The Telegraph
Execution wise, we created a short video features a number of recognisable Western cultural icons, including a VW Camper Van, Albert Einstein, and a Ziggy Stardust-era David Bowie, singing how China’s Five-Year-Plan was made, named “The Shi-San-Wu What?”. In terms of the media, we mainly rely on the organic sharing on social due to the budget constraint.