ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Motion / Film / Gaming Craft

Protective Coloration Melted in Love

Agency Puff / Shanghai

Client Midea

Category

Craft in Motion / Film / Animation

Annual ID

ADC101_MOT051M

About the Work

When most brands had their eyes set on the family unit during Chinese New Year (CNY) campaign season, Midea decided to expand the radiance of warmth just one step further. We decided to flip the long-standing association between “redness” and festivity to its utter opposite, and created a story in which Midea Family polar bears saw through the “colored” disguise of a new friend in town and embraced him into their family to celebrate CNY regardless of his difference, together with Midea “melted” his disguise. With this story we sent a message of not only warmth but also inclusion to the festive Chinese, reminding them again of Midea’s meaningful role as one that humanizes technology in their life. Even with a small production budget of USD 92,000 we were able to meticulously bring the characters along with the story fully to life, leaving many even to wonder if Midea has opened a new animation unit.

2022 Awards

Total Points: 3

Merit Honor

Credits

Agency

Puff Shanghai / Shanghai

Production Company

Loop studio / Shanghai

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