CCTV is asking viewers to take part in its 2016 CNY campaign via an interactive program, My One Second about CNY.
Together with Leo Burnett China, CCTV is inviting people to submit their self-shot footage (via mobile or computer) inspired by their moods and musings of the Lunar New Year.
Danny Mok, CEO of Leo Burnett China, said when it comes to Chinese New Year, every Chinese has their individual take and musings.
"Based on this insight, Leo Burnett’s taps into people’s desire to ‘record’ their personal CNY moments, while encouraging them to share their one-second about CNY with CCTV to jointly create an atmosphere of CNY that truly resonates with everyone.”
The creative team will edit selected entries to 30-second TV spots weekly. The first video has been launched two days ago with a theme of “The Overture of CNY”.
This will be followed by themes including “Winter comes”, “Farewell to 2015”, “Tickets”, “Anticipation”, “CNY taste of hometown”, “Gift”, “Go Back”, “Reunion and Gathering” and “New start” which are created based on people’s life around CNY.
“People have become used to seeing beautifully written and crafted CNY commercials on CCTV during the festive season. For 2016, we hope to encourage people to share their own stories," said Rocky Hao, creative head of Leo Burnett Shanghai.
"Building on the idea that everyone, no matter how ordinary, is a leading character in their own life stories, we want to tap into the billions of screens of our viewers to present an authentic and dynamic Chinese New Year story that’d depict the joys of the season and aptly reflects people’s hopes for the spring festival."