Title | CHANGE FOR GOOD |
Brand | TENCENT |
Product / Service | 99 GIVING DAY |
Category | A06. Use of Original Music |
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.
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.