Title | CHANGE FOR GOOD |
Brand | TENCENT |
Product / Service | 99 GIVING DAY |
Category | D01. Branded Content & Entertainment Film |
Entrant | TOPIC Beijing, CHINA |
Idea Creation | TOPIC Beijing, CHINA |
Idea Creation 2 | TENCENT Shenzhen, CHINA |
Media Placement | TENCENT Shenzhen, CHINA |
PR | TENCENT Shenzhen, CHINA |
Production | JINGLE Shanghai, CHINA |
Post Production | JINGLE Shanghai, CHINA |
Name | Company | Position |
---|---|---|
TINGTING ZHANG | TOPic | Creative Director |
Vincent LI | Tencent | General Manager |
AKae WANG | Tencent | Chief Creative Director |
YUAN HONG | Tencent | Account Director |
Ahjan HUANG | Tencent | Producer |
TONGHUAN LIU | Tencent | Account Manger |
SHENGXIONG CHEN | TOPic | CCO |
XUE Li | TOPic | CEO |
HaoNan Liu | TOPic | Senior Copywriter |
JANE WANG | TOPic | Senior Account Manager |
BOYANG MENG | TOPic | Designer |
FEIXIANG ZHANG | JINGLE | Production supervision |
ZHE ZHANG | JINGLE | Director |
RAN XI | JINGLE | Director |
GUANGXIA LEI | JINGLE | Music Producer |
With the brand purpose of “Doing good deeds together”, the film tells a story about left-behind children. Two little boys want to buy a second-hand phone to call their mom, who works in a distant city. They help the villagers with chores for ¥1 each time. But they have to spend their savings on another urgent item when they almost reached the goal. The owner of store knows their situation, and changes ¥100 to ¥1.00 by adding a decimal point on the price tag. He gives up his own profit, just to help the boys to realize their dream.
Left-behind children group is a common phenomenon in China's third-tier and fourth-tier cities. In the past, lots of public service works mainly showed their miserable and difficult living situation. However, we told a story of two children trying to save money for their wishes in a warm and innocence way.