ONE Screen
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2023 ONE Screen - Craft
The Third Ear
Agency banana balloon / shenzhen + Linkfilms / Shanghai
Client Tencent Sustainable Social Value
Category
Cinematography
Annual ID
SCR23_CR004
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.
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.
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
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
Writer
Akae Wang
Zita Zhu
Assistant Director
Zhang Xiao Yue
Boom Operator
Zhang Yu Hang
Camera Operator
Wang Yu Ru
Xian Liu Jie
Casting Director
Liu He Yang
Gaffer
Yu Ming Bao
General Manager
Tammy Sheu
Project Manager
Justin Lu
Screenplay
Akae Wang
Xie Peng
Zita Zhu
Stylist
Wang Hai Bin
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