The One Show
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Category
Craft / Art Direction
Annual ID
OS22_BE096M
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
Credits
Agency
Puff / Shanghai
Production Company
Loop studio / Shanghai
Copywriter
Constance Chen
Rika Li
Animator
Ananke Wang
Anna Sui
Bin Xiang
Carine Zhao
Chuangcheng Li
Fengyu Liu
Handson Zhang
Lancey He
Leyond Wang
Vito Chow
Creative Director
Yan Liu
Executive Producer
Frank Fang
Producer
Jessie Liang
Social Media Manager
Scarlett Cao
Strategist
Lu Cha
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