Cannes Lions
BBDO/PROXIMITY CHINA, Shanghai / LU / 2016
Overview
Entries
Credits
Description
In order to make such long and boring politics interesting, our idea is to mix the politics with western pop culture to make the politic message easily to be accepted by foreign audiences. The idea is “Make China POP”.
Execution
The first launch of the video was on Oct.26 2015 on China’s leading video site-Tencent Video and Youku.com. With only a few hours, it has been promoted to the main page which generated even higher momentum in viewership. It soon turns out to be the trending topic on social media and media picked up the story (nearly 40 global news agencies) , and with the wide-spreading report, it soon became a world-wide phenomenon.
Outcome
Over 160 million viewership worldwide on world’s major video sites. 3.1 million unique users reached for the 1st week on Facebook. 10 million viewership reached for the 1st week on Youtube. over 40+ major western major media and news agencies reported the song, and over 10 media put the song as their headline video in their website, including CNN, BBC, Times, AFP…etc.
“It's perhaps the most tweeted video about communism ever made, featuring chirpy, colourful animated characters who sing about the Five Year Plan.”- The Telegraph
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