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.
Category
Low Budget / 50K - 100K Budget
Annual ID
OS22_FI119M
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
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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