CHANGE FOR GOOD

TitleCHANGE FOR GOOD
BrandTENCENT
Product / Service99 GIVING DAY
CategoryA06. Use of Original Music
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.

Cultural / Context information for the jury

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.

Tell the jury about the creation of the original music track.

The original music of the song "Hometown" was adapted fit the film tonality. The overall speed of the song was slightly accelerated, and the decomposition of piano accompaniment was more brisky. The cello of the original string music was replaced by the violin and Viola. On the basis of the tender and lyrical tone, we weaken the slight sorrow in the original song. Instead, it reveals a trace of childlike interest and gives the audience more hope to match with the movements of the two little protagonists in the film. The lyric fits perfectly with the true portrayal of the left behind children's rural life in the film. Singing at the end can promote consumers’ sentiment well.

Links

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