ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. 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.
Category
Craft in Motion / Film / Cinematography
Annual ID
ADC103_MOT050B
About the Work
Background and Goal
Tencent Sustainable Social Value Organization aims to practice Tencent's mission of "Tech for Good". In three years, this organization has implemented multiple sustainable development cases and it hopes to tell users through short films. The short films will be like a "sustainable development train" that travels to every station in cities and villages, continuing the power of tech for good. The short film content will also partner with CCTV News for co-creation and broadcasting. Our ultimate goal is to produce a series of stories that accumulate SSV's efforts.
Insights
We found that AI hearing aids can effectively improve hearing loss for rural elderly. For them, not hearing often means disconnection and loneliness. Better hearing means not just hearing, but understanding and being understood, which is crucial for rural seniors. The story is about three war veterans who grew apart due to hearing loss and miscommunication. As their hearing faded, their bonds weakened. But the sudden passing of one of them, shows how the one who understood you most can disappear, highlighting the importance of a third ear to the elderly. Besides the hearing aid, the third ear also mean those who understand what you say and what you leave unsaid.
Strategy and Execution
The film partnered with CCTV channels. Without media investment, it garnered about 3 million views on Tencent media channels, Xinpianchang, Bilibili, ranking first on Xinpianchang two straight weeks. The film is about 7.5 minutes long. As an episodic program rather than advertisement, Season 1 is called "Sustainable Train". It premiered on Bilibili, and the high viewership led to a CCTV co-branded broadcast.
Impact
The film generated a short viral effect. On the first day of release, it garnered 3 million views, with 20,000 users sharing the video.
Tencent Sustainable Social Value Organization aims to practice Tencent's mission of "Tech for Good". In three years, this organization has implemented multiple sustainable development cases and it hopes to tell users through short films. The short films will be like a "sustainable development train" that travels to every station in cities and villages, continuing the power of tech for good. The short film content will also partner with CCTV News for co-creation and broadcasting. Our ultimate goal is to produce a series of stories that accumulate SSV's efforts.
Insights
We found that AI hearing aids can effectively improve hearing loss for rural elderly. For them, not hearing often means disconnection and loneliness. Better hearing means not just hearing, but understanding and being understood, which is crucial for rural seniors. The story is about three war veterans who grew apart due to hearing loss and miscommunication. As their hearing faded, their bonds weakened. But the sudden passing of one of them, shows how the one who understood you most can disappear, highlighting the importance of a third ear to the elderly. Besides the hearing aid, the third ear also mean those who understand what you say and what you leave unsaid.
Strategy and Execution
The film partnered with CCTV channels. Without media investment, it garnered about 3 million views on Tencent media channels, Xinpianchang, Bilibili, ranking first on Xinpianchang two straight weeks. The film is about 7.5 minutes long. As an episodic program rather than advertisement, Season 1 is called "Sustainable Train". It premiered on Bilibili, and the high viewership led to a CCTV co-branded broadcast.
Impact
The film generated a short viral effect. On the first day of release, it garnered 3 million views, with 20,000 users sharing the video.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Agency
banana balloon / 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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