Cannes Lions

TV/BROADCASTING STATION

SAATCHI & SAATCHI, Shanghai / CCTV / 2013

Awards:

1 Bronze Cannes Lions
Case Film
Supporting Content
Supporting Content

Overview

Entries

Credits

Overview

Description

With the One-Child Policy in effect for 25 years now, up to 70% of China's population of over 60s are living as ‘empty-nesters’. This number will rise to 90% by 2030. Urging each family's Only Child to spend time with their aging parents has become more important than ever, especially during the holidays. With this in mind, we chose ‘xiao’, or filial piety, as our theme for our Chinese New Year campaign.

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