| Title | THE CODDLED CABBAGE |
| Brand | MIDEA |
| Product / Service | REFRIGERATOR |
| Category | B04. Durable Consumer Goods |
| Entrant | INSIGHT GROUP Guangzhou, CHINA |
| Idea Creation | INSIGHT GROUP Guangzhou, CHINA |
| Name | Company | Position |
|---|---|---|
| Zhang Qu | INSIGHT GROUP | Executive creative director |
| Bee Li | INSIGHT GROUP | Creative Director |
| Li Xing | Inception | Director |
| Luo Chan | Inception | Executive Producer |
| Alex Anderson | INSIGHT GROUP | Copywriter |
| Chen Xianfeng | INSIGHT GROUP | Creative Director |
| Dai Huawen | INSIGHT GROUP | Creative Group Head |
| Tan Lin | INSIGHT GROUP | Vice President |
| Tian Bin | INSIGHT GROUP | Group Account Director |
| Yang Ke | INSIGHT GROUP | Senior Planning Director |
| Zhan XiaoLing | INSIGHT GROUP | Account Director |
| Lin Weixiong | Inception | Director Of Photography |
| Ou Jie | Inception | Editor |
To show how well Midea refrigerators keep food fresh, our story portrays the product personified as a young man tenderly caring for a head of cabbage throughout the day and night. The cabbage is his only concern and he’s obsessed with keeping it healthy and fresh. In the end he’s even reluctant to give up the coddled cabbage to its less-appreciative owner.