ADC Awards
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Learn more about ADC105
Answer Me
Agency BANANA BALLOON / Shenzhen + Linkfilms / Shanghai + Tencent Sustainable Social Value Organization / Shenzhen
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Category
Motion / Film Craft / Direction
Annual ID
ADC103_BRS001G
About the Work
Challenges
Left-behind children are a widespread social pain point in rural China. Due to parents having to migrate to cities for work, they have no choice but to leave their children in hometowns to be taken care of by elders. Remote mountainous areas also have education problems, and government-dispatched urban teachers going to rural areas to teach is time-limited. Most children see these city teachers as parents, so accompaniment is an urgent issue needing to be solved for left-behind children. Tencent thus developed digital education, not only providing equipment in rural elementary schools, but replicating the sustainable development model of online teaching to over 30,000 villages. Because digital education aligns with national policy, Answer Me succeeded in partnering with CCTV News, becoming the first free video aired on a national channel. This was an unprecedented achievement.
Insights
The simple greeting "See you tomorrow" became an unbearable lightness between rural teachers and left-behind children. "Promise" is an important answer in this drama, not just from teachers to children, but from Tencent SSV to society regarding rural education issues. Although digital teaching cannot solve all educational problems, it is better than nothing for now. We have built a bridge. So "see you tomorrow"!
Strategy and Execution
The video was based on a true story. We interviewed ten groups of rural teachers and principals, and shot on location at Mingtian Elementary in Lijiang, Yunnan. With the brand video series on the sustainable train, we plan to produce authentic brand stories over five years. Partnering with CCTV News and using a cinematic style, the video straddled documentary and realism. We hope in five years to edit it into a retrospective show on Tencent Video, presenting SSV's stories of sustainability.
Left-behind children are a widespread social pain point in rural China. Due to parents having to migrate to cities for work, they have no choice but to leave their children in hometowns to be taken care of by elders. Remote mountainous areas also have education problems, and government-dispatched urban teachers going to rural areas to teach is time-limited. Most children see these city teachers as parents, so accompaniment is an urgent issue needing to be solved for left-behind children. Tencent thus developed digital education, not only providing equipment in rural elementary schools, but replicating the sustainable development model of online teaching to over 30,000 villages. Because digital education aligns with national policy, Answer Me succeeded in partnering with CCTV News, becoming the first free video aired on a national channel. This was an unprecedented achievement.
Insights
The simple greeting "See you tomorrow" became an unbearable lightness between rural teachers and left-behind children. "Promise" is an important answer in this drama, not just from teachers to children, but from Tencent SSV to society regarding rural education issues. Although digital teaching cannot solve all educational problems, it is better than nothing for now. We have built a bridge. So "see you tomorrow"!
Strategy and Execution
The video was based on a true story. We interviewed ten groups of rural teachers and principals, and shot on location at Mingtian Elementary in Lijiang, Yunnan. With the brand video series on the sustainable train, we plan to produce authentic brand stories over five years. Partnering with CCTV News and using a cinematic style, the video straddled documentary and realism. We hope in five years to edit it into a retrospective show on Tencent Video, presenting SSV's stories of sustainability.
2024 Awards
Total Points: 45
Gold Cube
Credits
Agency
banana balloon / shenzhen
Brand-Side / In-House Agency
Tencent Sustainable Social Value Organization / Shenzhen
Production Company
Linkfilms / Shanghai
Art Director
Azusa Huang
Ken Lin
Creative Director
Zita Zhu
Director
Xie Peng
Editor
Xie Peng
Executive Creative Director
Akae Wang
Music Supervisor
Delehei Delehei
Assistant Director
Zhang Xiao Yue
Camera Assistant
Jiang Yu Jiang
Wang Ji Jun
Weng Yu
Bai Wen Jie
Guo Xian Bing
Lei Jin
Yang Lei Lei
Camera director
Meng Chen
Camera Operator
Wang Yu Ru
Xian Liu Jie
Casting Director
Liu He Yang
General Manager
Tammy Sheu
Project Manager
Justin Lu
Screenplay writer
Akae Wang
Xie Peng
Zhang Xiao Yue
Zita Zhu
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