Title | NIAN - SHOT ON IPHONE |
Brand | APPLE |
Product / Service | IPHONE |
Category | G05. Cultural Insight |
Entrant | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Idea Creation | TBWA\MEDIA ARTS LAB Shanghai, CHINA |
Media Placement | OMD Shanghai, CHINA |
Production | ICONOCLAST Los Angeles, USA |
Post Production | MPC Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Katrien De Bauw | TBWA\Media Arts Lab | President |
Brent Anderson | TBWA\Media Arts Lab | Global Chief Creative Officer |
Greg Greenberg | TBWA\Media Arts Lab | Group Creative Director |
Kara Yang | TBWA\Media Arts Lab | Managing Director |
Brian Ma | TBWA\Media Arts Lab | Executive Creative Director |
Alfred Wong | TBWA\Media Arts Lab | Executive Creative Director |
Ewan Yap | TBWA\Media Arts Lab | Associate Creative Director |
Amber Qian | TBWA\Media Arts Lab | Associate Creative Director |
Selwyn Low | TBWA\Media Arts Lab | Associate Creative Director |
Darren Leong | TBWA\Media Arts Lab | Associate Creative Director |
Jam Li | TBWA\Media Arts Lab | Senior Copywriter |
Carrol Shen | TBWA\Media Arts Lab | Senior Art Director |
Phoebe Fan | TBWA\Media Arts Lab | Executive Producer |
Hon Foong Woo | TBWA\Media Arts Lab | Broadcast Producer |
Gobby Yan | TBWA\Media Arts Lab | Broadcast Producer |
Alice Zou | TBWA\Media Arts Lab | Assistant Producer |
Brian O'Rourke | TBWA\Media Arts Lab | Executive Director |
Cristiana Ladki Williams | TBWA\Media Arts Lab | Executive Producer |
Felicia How | TBWA\Media Arts Lab | Account Director |
Scarlett Wang | TBWA\Media Arts Lab | Account Manager |
Emily Gale | TBWA\Media Arts Lab | Group Account Director |
Josh Marcy | TBWA\Media Arts Lab | Music Director |
Kurt Cheng | TBWA\Media Arts Lab | Music Supervisor |
Monica Karo | OMD | Chief Client Officer |
Jezzebel Gu | OMD | Managing Director |
Entirely shot on iPhone, the 12-minute movie ‘Nian’ is an alternative take on a Chinese New Year folklore that traditionally portrays the titular character as a terrifying monster. In this version, a curious little girl confronts her fear of the unknown by seeking out the elusive, forest-dwelling Nian to find out if he was indeed as menacing as her parents often described – a ruse to discourage her from wandering off to the forest alone. Her curiosity was rewarded when she discovers the creature was misunderstood all along. Soon a beautiful friendship ensues.
Chinese people grew up with the Chinese New Year legend of Nian, a forest-dwelling creature that’s always portrayed as a ferocious beast who terrorizes mankind. Little is known about the creature which makes it fearsome in people’s imagination for centuries. In our retelling of this legend, our protagonist is constantly reminded by her parents about the frightening stories of Nian as a ruse to discourage her from wandering off to the forest, an unknown world to them. This narrative stems from traditional Chinese societal norms where parents tend to overprotect their children from the outside world and the unknowns that come with it. With China’s young generation eager to stand out as individuals, the moral behind our story serves to instill in them a courageous mindset to explore new, unfamiliar experiences which might surprise them.
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