Cannes Lions
TBWA\MEDIA ARTS LAB SHANGHAI, Shanghai / APPLE / 2015
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Instead of resorting to token motifs—lanterns, dragons or other clichés—we wanted to inspire our viewers to use Apple technology to create emotional gifts and memories for their loved ones during the Chinese New Years. In this spot, we see a young girl who returns to her grandmother’s home for a family reunion during the CNY holiday. Here, she discovers an old, grainy demo recording of her grandmother singing, a lost memory of life long ago. She uses her Mac to re-record this vintage record, and creates a digital duet which becomes a heartfelt holiday gift, bringing a bittersweet smile like the song title for her grandmother. The song is "Forever Smile," sung by the 1940s acclaimed singer Zhou Xuan, who earned the nickname “Golden Voice.”
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