Brief Explanation

Consumers have been workiang hard in the first half of the year, and as summer is approaching, we want to encourage them to take a break from their daily routines, encouraging them to reward themselves by shopping for goodies online during this festival.The core structure of this TVC depicts busy city life through a series of vignettes of people from different walks of life synced with fast-paced music. In the second half of the TVC, we see all of these situations come to a dramatic halt signified by a shift in the pace of the music. This vast contrast in music and the visuals is to convey to the consumers that the Mid-Year is a good time to take a break from daily chores and start shopping for goodies on JD.com. Rewarding themselves so that they can better prepare for the second half of the year.