Cannes Lions

MIDEA

OGILVY SHANGHAI, Shanghai / MIDEA / 2011

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We wrote this song with a band from China’s Shaanxi province. It’s sung in a local dialect that has never before been represented on national television. We chose a provincial dialect, instead of Mandarin, the national language because our idea is about reaching and representing people in even the most remote areas.

The song is sung from the point of view of a deliveryman as he happily drives throughout his country to far off villages. He’s seeing parts of his country that he had never imagined. The weather is perfect, the sky is blue and the excited kids chase his van. He and his fellow deliverymen are prepared to cross any river or mountain just to make the people smile.

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