CHEIL, Beijing / CCTV.COM / 2016
This is a story of the father who works in a different city from the child, but can’t come home often to be with his daughter. All the child knows of her father is the money she receives from him. She begins to think of him as an ATM machine. The machine takes her to play on the swing, teaches her how to draw, ride a bike, and reads her bedtime stories.
Listening to the sound of firecrackers crackling and spluttering outside, this little girl couldn’t feel more disappointed. It is now Chinese New Year, the most important holiday of the year for family reunion. She went out to the ATM machine and said “Happy Festival Daddy.” An ATM can’t take your place as a father. Childhood once happens once, make home your priority.
GOODBY SILVERSTEIN & PARTNERS, San francisco