Cannes Lions

SATINE AFFECTION LOCK

CHEIL OPENTIDE, Beijing / YILI SATINE / 2014

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Case Film

Overview

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Credits

Overview

Description

In the ancient Confucian philosophy, filial piety is the key virtue in Chinese culture binding traditional Chinese society into a primary unit through the importance of family relations.

China today is one the fastest aging populations in the world. Empty-nesters account for over a billion of the country’s elderly population. A societal directive was implemented by the P.R.C government on 1st July, 2013, emphasizing the care for empty-nesters as part of civic duty.

Execution

Lock screen + Daily Phone Call to Parents at home = “Affection Lock”

Cell phone would be locked by the “Affection Lock” if no call is made to your parents within a pre-set time period;

Dialing to your parents as the only way to restore your mobile to normal condition;

Online: Wide spread of “Affection Lock”viral video, with enormous share on social platforms.

Offline: “Affection Lock” red pocket would be launched during Chinese New Year, with convenient download of “Affection Lock” via QR code.

Outcome

The promotion of “Affection Lock” not only enhances frequent long distance parent-child communication,but alsoencourages increased public attention on caring for the country’s soaring population of empty-nesters.

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