Cannes Lions

Safeguard Chinese New Year Campaign

SAATCHI & SAATCHI GREATER CHINA, Shanghai / PROCTER & GAMBLE / 2016

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This is about a Chinese migrant worker who works far away from his hometown trying to get home for a simple reunion dinner with his family. A daughter and father, he has been separated from his family for a year. His long journey home is fraught with obstacles. He fights with thousands of others for a train ticket home, and braves a long commute in bitter cold. But every hardship is made worthwhile the moment his daughter invites him to “wash hands and eat”. He almost bursts out in tears at the subtle but deep expression of love from his little girl, the best reward for his striving to make a hard living far away from home and his little girl.

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