THE HOUSEKEEPER IN YOUR BRAIN

TitleTHE HOUSEKEEPER IN YOUR BRAIN
BrandTENCENT
Product / ServiceTENCENT
CategoryA01. Fiction & Non-Fiction Film: Up to 5 minutes
EntrantHAVAS TAIWAN, TAIPEI
Idea Creation HAVAS TAIWAN, TAIPEI
Media Placement TENCENT Shenzhen, CHINA
Production GREATLAND FILMS Taipei, TAIPEI

Credits

Name Company Position
FISH CHEN Havas Taiwan Managing Director & Chief Creative Officer
HOHO LIU Havas Taiwan Vice President & Executive Creative Director
NOGER CHEN Havas Taiwan Associate Creative Director
YOYO WU Havas Taiwan Associate Art Director
LUHSUAN CHEN Havas Taiwan Copywriter
JASON YAN Havas Taiwan Vice President-Business Development & Chief Strategy Officer
MEI LEE Havas Taiwan Associate Account Director
VENESSA LIN Havas Taiwan Account Executive
HONG BIN CHEN N/A Director
YU MING HUANG Greatland Films Executive Producer
SU YUE WU Greatland Films Producer
Vincent Li Tencent General Manager
Akae Wang Tencent Executive Creative Director / Copywriter
Zita Zou Tencent Copywriter
Ivy Huang Tencent Art Director
Dong Xie Tencent Art Director
Derek Song Tencent Account Director
Ninaw Lin Tencent Account Manager
Justin Lu Tencent Account Manager
Ahjan Huang Tencent Executive Producer
Zhang Yufei Accent Executive Producer
Yang Yang Accent Executive Producer
Zhao Bin Accent Director
Han Zhaoshu Accent Production Producer
Zhao Long Accent Director Of Photography

Why is this work relevant for Entertainment?

Every year we see exciting breakthroughs in science, however most people, especially the youth cannot understand. Tencent collaborated with Science and produced a serial of short films introducing the science breakthroughs in interesting stories, and launch them in cinema during winter vacation to the youth. We try to promote science education in the way of entertainment, and the films are becoming the official digital education content in schools.

Background

Scientists make exciting breakthroughs that help push the world improve. But youth feel irrelevant to science. The collaboration of Tencent and Science, the top science magazine, is to make science breakthroughs relate and interesting, and in the end to help the youth understand and feel related to science.

Describe the creative idea

Science education is considered boring and irrelevant among Chinese youth. And we want to change that with entertainment content. Idea: A Science Class in Cinema. We produce interesting short films base on the watchlist that Tencent collaborate with Science, and launch them in a cinema. The cinema becomes a science class for the students during their winter vacation. They have this mini-class before watching the movies. It is not advertising before the movies, but science education.

Describe the strategy

Going to the cinema is one of the major entertainments to the students during winter vacation. We leverage that occasion and launch our “mini class of science” before the show, replacing the advertisement. Interesting classes start before the show.

Describe the execution

We select the most interested topics from the watchlist Tencent collaborated with Science magazine and produce short films base on the topics. We have “A trick to manipulate memory” to explain the breakthrough in memory manipulation, and “Who is our oldest ancestor” to talk about the new findings about homo sapiens. These interesting short films help students understand these breakthroughs in science and arouse their interests in science.

Describe the outcome

1. We produced short films base on the watchlist collaborated with Science and we surprise the students by releasing the films as sci-fi movies with immersive experience in a cinema during their winter holiday. The media cost for this is RMB 300,000. 2. We are promoting this “mini class in science” in 42 science museums.

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