Write a short summary of what happens in the film

Titled ‘DiDa’, which means tick-tock in Chinese, the film’s storyline follows a Chinese career woman powering through the day in Shanghai’s bustling, time-pressured “996” work environment. At every scene throughout the film, she distinctively stands out from the crowd. She appears alert and lively, moving fluidly against the crowd’s robotic rhythm of the always ticking ‘996’ world. The film reveals that she’s empowered to seamlessly carry out her day with the help of the intuitive tool on her wrist. A health device none other than Apple Watch. From the moment she wakes up to the moment she goes to bed, we see how Apple Watch monitors her health and motivates her with the simple steps to live healthier amidst her busy day.

Cultural / Context information for the jury

“996” is a cultural phenomenon referring to the societal norm of working from 9am to 9pm, 6 days a week. This increasingly time-pressured working environment is taking a toll on people’s health, notably impacting Chinese women. Tapping on this insight, the film demonstrates the simple ways Apple Watch enables women to squeeze in time for health throughout their busy day. In addition, this campaign was launched during International Women’s Day — a widely celebrated cultural moment in China, and also the year’s largest shopping event geared towards Chinese women. Many brands capitalize on this moment by bombarding media channels with inauthentic messages of empowerment and sales offers. Unlike others, this film aimed to disrupt the conversation by raising the importance of women’s health as a form of empowerment. This was a timely moment to build relevance for Apple Watch, and also dial up its appeal as a thoughtful gifting item.