Title | BABY MONSTER - MICRO FILM |
Brand | VOLVO |
Product / Service | MICRO FILM |
Category | B03. Durable Consumer Goods including Automotive |
Entrant | VOLVO Shanghai, CHINA |
Idea Creation | 180 Shanghai, CHINA |
Production | WE PRODUCTION Shanghai, CHINA |
Name | Company | Position |
---|---|---|
KIT KOH | 180 CHINA | Chief Creative Officer |
Jason Jin | 180 CHINA | Executive Creative Director |
Lily Yuan | 180 CHINA | Creative Director |
Judy Shen | 180 CHINA | Senior Art Director |
Jacky Liu | 180 CHINA | Copywriter |
Charles Cao | 180 CHINA | VP |
Gloria Chen | 180 CHINA | Account Manager |
Grace Yu | 180 CHINA | Agency Producer |
The film starts with a “problem child” Dan Dan, who had been acting weird lately and created a series of “pranks.” He seemed to be protesting against his parents’ getting ready for the upcoming arrival of his sibling. As the tensions got higher when the new baby was born, only then we realized Dan Dan was trying to protect his baby brother in his very own and innocent way. The film echos to the family and enhances Volvo’s safety image in a subtle way whilst introducing its newly equipped CLEANZONE air quality system.
In 2015, China ended the “One Child Policy” after 36 years. Since then “Er Tai 二胎” (second child)became a heated topic. Setting off from the perspective of a first-born in the house, this film captured the mixed emotions— anticipations and concerns, of Chinese parents as they consider welcoming a second child into the families.
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