Cannes Lions

#MYNAME

FRED & FARID SHANGHAI, Shanghai / CCTV / 2015

Case Film
Film
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Overview

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Overview

Description

• Objective: We need an emotional insight to touch 1.4 billion people.

• Challenge: It requires a small insight that offers an extraordinary glimpse of China.

• Strategy: We chose “name” as our response to the challenge.

• Execution: At the stroke of Chinese New Year, we aired a film inviting people to reflect upon the meaning of their name. Because unlike others, every Chinese name has a literal and symbolic meaning. We created a massive online map where people could pin their name and its meaning to their hometown.This drove an even more massive discussion on social. People passionately shared, from big name celebrities to, more importantly, every day Chinese from every tier city.

• Outcome: The film had earned 1.4 billion total views – 11x the entire Super bowl audience – and the campaign created a national conversation.

Execution

At the stroke of Chinese New Year, we aired a film inviting people to reflect upon the meaning of their name. Because unlike others, every Chinese name has a literal and symbolic meaning.

We created a massive online map where people could pin their name and its meaning to their hometown.

This drove an even more massive discussion on social. People passionately shared, from big name celebrities to, more importantly, every day Chinese from every tier city.

Outcome

The film had earned 1.4 billion total views – 11x the entire Super bowl audience – and the campaign created a national conversation.

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