CHANGE FOR GOOD

Short List
TitleCHANGE FOR GOOD
BrandTENCENT
Product / Service99 GIVING DAY
CategoryF07. Corporate Purpose & Social Responsibility
EntrantTOPIC 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

Credits

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

Write a short summary of what happens in the film

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.

Please tell us how the brand purpose inspired the work

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. One dollar runs through the whole film, creates suspenses again and again, and becomes the important eventual turning point.




Links
Video URL