BABY MONSTER - MICRO FILM

TitleBABY MONSTER - MICRO FILM
BrandVOLVO
Product / ServiceMICRO FILM
CategoryB03. Durable Consumer Goods including Automotive
EntrantVOLVO Shanghai, CHINA
Idea Creation 180 Shanghai, CHINA
Production WE PRODUCTION Shanghai, CHINA

Credits

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

Write a short summary of what happens in the film

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.

Cultural / Context information for the jury

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.

Links

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