The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Film

Protective Coloration Melted in Love

Agency Puff / Shanghai

Client Midea


Low Budget / 50K - 100K Budget

Annual ID


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. We were tasked to create the work with a USD 92,000 budget – within 35 days. To speed up as well as allocate our budget in a smart way – we decided to a) Assign 100% decision-making to the director – thanks to client’s trust; and b) Make use to free online 3D assets and C) use the mobile app VSCO for some artwork! Altogether helping us to deliver in time without sacrificing quality of work.

2022 Awards

Total Points: 3




Puff / Shanghai

Production Company

Loop studio / Shanghai

Creative Director

Yan Liu


Anqi Zhou
Yan Liu

Executive Producer

Frank Fang


Jessie Liang

Social Media Manager

Scarlett Cao


Lu Cha


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