DAUGHTER

Short List
TitleDAUGHTER
BrandAPPLE
Product / ServiceIPHONE 11 PRO
CategoryB03. Durable Consumer Goods including Automotive
EntrantTBWA\MEDIA ARTS LAB Shanghai, CHINA
Idea Creation TBWA\MEDIA ARTS LAB Shanghai, CHINA
Production TBWA\MEDIA ARTS LAB Shanghai, CHINA
Post Production TBWA\MEDIA ARTS LAB Shanghai, CHINA

Credits

Name Company Position
Brent Anderson TBWA\Media Arts Lab Chief Creative Officer
Greg Greenberg TBWA\Media Arts Lab Executive Creative Director
Brian Ma TBWA\ Media Arts Lab Executive Creative Director
Alfred Wong TBWA\ Media Arts Lab Creative Director
Ewan Yap TBWA\ Media Arts Lab Associate Creative Director
Amber Qian TBWA\ Media Arts Lab Associate Creative Director
Mesu Lu TBWA\ Media Arts Lab Senior Art Director
Jam Li TBWA\ Media Arts Lab Senior Copywriter
Nana Shao TBWA\ Media Arts Lab Senior Copywriter
Elisa Wang TBWA\ Media Arts Lab Art Director
Timothy Cheng TBWA\ Media Arts Lab (ex) Senior Art Director
David Seah TBWA\ Media Arts Lab (ex) Creative Director
Jet Aw TBWA\ Media Arts Lab (ex) Associate Creative Director
Juan Zhang TBWA\ Media Arts Lab (ex) Art Director

Write a short summary of what happens in the film

This eight-minute moving tale about three generations of women reflects China’s changing societal norms which drove a single mother to become estranged from her own mother, and face the adversity of raising her daughter unconventionally alone. The story concludes with an unexpected, yet heartfelt reunion on Chinese New Year’s Eve. An underlying message that continues to build on Apple’s belief that ‘No matter how far we grow apart, humanity will always reconnect us’.

Cultural / Context information for the jury

Rapid changes in modern China have caused a huge divergence across generations. This moving eight-minute film talks about the adversity faced by three generations of women due to China’s changing social norms. The story concludes with an unexpected, yet heartfelt reunion on Chinese New Year’s Eve, conveying Apple’s unique POV: ‘No matter how far we grow apart, humanity will always reconnect us’.

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