A SINGING MASTERPIECE

Short List
TitleA SINGING MASTERPIECE
BrandTHE PALACE MUSEUM
Product / ServiceQQ MUSIC
CategoryB03. Branded Content / Programming
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA
PR TENCENT Shenzhen, CHINA
Production TREEDOM Shenzhen, CHINA

Credits

Name Company Position
Vincent Li Tencent General Manager
Feifei Chen Tencent General Manager
Akae Wang Tencent Executive Creative Director
Yuan Hong Tencent Brand Director
Ice Ling Tencent Senior Brand Manager
Tonghuan Liu Tencent Senior Brand Manager
Chloe Xiao Tencent Brand Manager
Lisa Liu Tencent PR Manager
Bowie Wu Tencent Marketing Manager
Coco Zhang Tencent Marketing Manager
Zita Zou Tencent Copywriter
Dong Xie Tencent Editor
Ivy Huang Tencent Art Director
Akae Wang Tencent Copywriter

Write a short summary of what happens in the radio advert

Antique paintings in the Palace Museum will be on exhibition, but there is no audio guide or docent. How could people get to know the stories behind them? We’d love to make antique paintings tell their own stories. How? By singing. Simply scanning the QR Code, people could listen to music while appreciating the paintings. A music creativity competition was held on a popular online music platform to draw greater attention from young people.

Cultural/Context information for the jury

Museums are facing huge challenges posed by digital transformation. The Palace Museum is no exception. The outdoor exhibition would offer an opportunity for visitors to appreciate antique paintings, but learning the stories behind them is difficult. As a tech company, Tencent has a number of entertainment products. QQ Music holds over 40% of the domestic music market and enjoys a good reputation among users. Telling stories of antique painting through music is a first-of-its-kind attempt in China.

Script. Provide the full radio advert script in English.

A Thousand Miles of Rivers and Mountains Lyrics by Vincent Fang Meandering rivers and rolling mountains covered by enchanting green are skillfully structured in the painting Nature is even more magnificent in the work of the young painter Time passes, beautiful rivers and mountains always witness legendary stories But he never left a note as if time would tell whether he went down in history Nature is even more magnificent in the work of the young painter Every stroke and line seem to be extending eternally Without any notes left, the painting is passed on for thousands of years there would not be any lament even if it faded into obscurity Great people come and go, great thoughts ebb and flow never changing are the rivers and mountains


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