Shanghai - A triptych of three beautiful film vignettes of Chinese family life has been created by Saatchi & Saatchi China for CCTV, the state-owned TV station in China. Titled ‘The Aged Care', the public service campaign touches the heart strings, and appeals to people to spend time with their relatives.
Beautifully shot with a message that everyone can relate to, the campaign generated more than 1 million online views on the first day of airing, and set social media abuzz with comments on social networks exceeding 2 million in 2 weeks. The films have reached more than 500 million people, and successfully managed to raise awareness of the importance of connecting with our relatives and loved ones in these increasingly selfish and alienating times.
This was the first time CCTV appointed 4As to develop a public service TV campaign, which was launched in the peak season of the year, during Chinese New Year. The TVC launched on January 19th and was broadcast in a high frequency during the Chinese New Year. The campaign will run for the whole year, during which time more than 20 channels of CCTV will broadcast the TVC at a different time of day, depending on their playlist.
Carol Lam, Chief Creative Office and Managing Partner of Saatchi & Saatchi South China, commented: "It never gets easy to sell in and produce creatively brilliant work in China. It's even more challenging to produce good work that is truly influential across the whole nation given the complexity, diversity and scale of the country. Something loved by the real Chinese people out there regardless of their place of origin, background or social class. We are thrilled to have this opportunity to make this happen for CCTV and touch the widest possible audience in China. This is indeed a testament of the power of creativity rooted in love and integrity. Being a better man is far more important than being a better ad man."
Fan NG, Executive Creative Director of Saatchi & Saatchi Shanghai, said: "We are proud of our work, we are more proud of being here with CCTV to fill the world with Loveworks."
The 3 films are titled ‘Mum's Wait', ‘Father's Lie' and ‘Take Away', and tell respectively the stories of; a young mother and her son transforming through the ages, with the continuous thread of eternal and unconditional love linking each era; an old man lying to his daughter to conceal the real difficulties he is experiencing in his old age; and a father suffering from Alzheimer's who forgets basic everyday things, but remembers the eating habits of his son. The film ‘Father's Lie' has had such an impact, it has even been made into a sand animation online.
Links to Films;
Father's Lie: http://v.youku.com/v_show/id_XNTIzNDk2Nzk2.html
Mum's Wait: http://v.youku.com/v_show/id_XNTIzNDk4MDY0.html
Take Away: http://v.youku.com/v_show/id_XNTIzNDkyMzg0.html
Sand animation of Father's Lie: http://v.youku.com/v_show/id_XNTE3Mjk2NzIw.html
CCTV's website: http://english.cntv.cn/01/index.shtml
Credits
Father's Lie and Mum's Wait
CCO: Carol Lam
CD: Paul Swee
Producer: Clement Shaw
BD: Twelve Tang
Head of PR: Rebecca Liu
Take Away
ECD: Ng Fan
Producer: Ran Yin
CD: Guojing Yang
BD: Twelve Tang
Head of PR: Rebecca Liu
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
