ONE Screen
Blossoming at the intersection of advertising and filmmaking, ONE Screen serves to honor the storytellers and picture painters within our community. From epic commercials to passion project shorts, from animation to music videos, from branded entertainment to student work, ONE Screen is a joy to behold — and even more so if you win.
2023 ONE Screen - Craft
Answer Me
Agency banana balloon / shenzhen + Linkfilms / Shanghai
Client Tencent Sustainable Social Value
Category
Casting
Annual ID
SCR23_CR003
Description
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.
Creative 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"!
Problems and 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.
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.
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.
Creative 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"!
Problems and 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.
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.
2023 Awards
ONE Screen Winner
Credits
Agency
banana balloon / shenzhen
Production Company
Linkfilms / Shanghai
Art Director
Auzsa Huang
Ken Lin
Xing Jun
Yu Jia Yi
Writer
Akae Wang
Zita Zhu
Director
Xie Peng
Editor
Xiao Le
Xie Peng
Executive Creative Director
Akae Wang
Executive Producer
Zhou Yang
Music Supervisor
Delehei Delehei
Producer
Han Xiao Xin
Liu Ting
Zheng Yang Yang
Camera Operator
Wang Yu Ru
Xian Liu Jie
Casting Director
Liu He Yang
Project Manager
Justin Lu
Stylist
Wang Hai Bin
Assistant Director
Zhang Xiao Yue
Boom Operator
Zhang Yu Hang
Gaffer
Yu Ming Bao
General Manager
Tammy Sheu
Screenplay
Akae Wang
Xie Peng
Zita Zhu
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