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DDB China_I am 23_Jan'15_Military

CCTV’s new ad spurs positive attitude among fresh grads

China Central Television (CCTV) has launched a nationwide campaign through its own multiple channel network, aiming to encourage China’s fresh graduates to stay upbeat in 2016 amid economic slowdown.

The campaign “I am 23!” will be launched on the state broadcaster’s 11 most popular channels and online video sites to underpin their brand campaign. The agency behind this campaign TVC is Huangdao, a member of DDB Group China.

The television commercial unveiled a successful Chinese “Lao Zong” a vernacular loosely translated as, “Boss Man” in Mandarin, to epitomise the power of management forces at the very top, the forces who have the ability to hire and fire.

His statements were flashy, proclaiming his riches and successes, elaborating on his business diversity and global operations.

On the flip side of the TVC, a team of 23-year-olds declared in positive tones, “I am 23!” The underlying message being that youth is their greatest asset. The youths featured included a BMX champion biker from Jiangsu, Zhejiang, a young fashion designer, an organic farmer and even a rising star in the Chinese military.

“We are honoured to work on this TVC for CCTV. Our group hires a diverse team of young, local talents from all over the mainland. Even the team that worked on this campaign could resonate with it.” Said Adams Fan, executive creative director at Huangdao.

The television commercial is expected to run through the whole of 2016.

Credits
Agency: Huangdao (a member of DDB Group China)
Executive creative director: Adams Fan
Producer: Cherry Wang
Production: Filmmate
Production producer: Huang Lei
Film Director: Holo
Offline editor: Huang Rongbing
Color grading: Zhang Yingjie
Music: Soundhub Studio
Online: CO2

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