CCTV: GIVE THANKS

Credits & Description:

SUB CATEGORY : EDITING
COMPANY ENTERING : MCCANN ERICKSON, SHANGHAI
ENTRY TITLE : GIVE THANKS
BRAND : CCTV ADVERTISING CENTER
ADVERTISER : CCTV ADVERTISING CENTER
ADVERTISING AGENCY : MCCANN SHANGHAI, SHANGHAI
CHIEF CREATIVE OFFICER : TOMAZ MOK
CREATIVE DIRECTOR : SUN TAO
COPYWRITER : SUN TAO/MANCO WEI/ERIC LU
ART DIRECTOR : SUN TAO
ACCOUNT MANAGER : CHENG CHENG
AGENCY PRODUCER : CHENG CHENG
PRODUCTION COMPANY : GWANTSI, SHANGHAI
DIRECTOR : LIMIN WANG
CINEMATOGRAPHER/D.O.P : LIANG ZI
PRODUCTION PRODUCER : JIMMY LIU
SOUND PRODUCTION COMPANY : SMILE STUDIO, SHANGHAI
SPECIAL EFFECTS COMPANY : XI WEN, SHANGHAI
SYNOPSIS : IN OCTOBER 2013, CCTV INVITED MORE THAN 30 INTERNATIONAL 4A AND DOMESTIC ADVERTISING AGENCIES TO PITCH FOR THE 2014 SPRING FESTIVAL GALA PSA (PUBLIC SERVICE ADVERTISEMENT). MCCANN WORLDGROUP WAS ONE OF THEM. HOW TO CREATE AN INNOVATIVE PSA DISTINGUISHED FROM THE PREVIOUS 2013 HOME COMING CAMPAIGN? WHAT KIND OF AD COULD AROUSE 1.4 BILLION PEOPLE'S EMOTION IN THIS MOST SPECIAL TIME OF YEAR? THIS WAS A BIG CHALLENGE FOR THE CREATIVE TEAM.
ENGLISH CONTEXT EXPLANATION : THERE IS ALWAYS A DRIVING FORCE BEHIND US. IT MAY BE THE CALLOUSED HANDS THAT REMIND YOU TO KEEP WORKING. IT MAY BE THE HAPPY SMILES OF YOUR WIFE WHEN THINGS AREN’T GOING SO GREAT. IT MAY BE THE PRESSURE AND THE HARDSHIP OF SUPPORTING YOUR FAMILY. IT MAY BE THE DREAM THAT YOU ARE STILL PURSUING. EVERYONE USES HIS ORDINARY BIT OF EFFORT TO WRITE THEIR OWN EXTRAORDINARY LIFE. THIS YEAR, TOGETHER WITH OUR FAMILY, LET’S ENCOURAGE EACH OTHER. IN THE ORDINARY LIFE, EACH OF US IS EXTRAORDINARY. WHETHER WE ARE A WORKER, A FARMER, A CHILD, A GRANDFATHER, AN EMPLOYEE, A MOTHER…. WE HAVE TO SAY THIS TO OURSELVES: THANK YOU FOR BEING EXTRAORDINARY.