Leo Burnett China and CCTV encourage people to share their stories for 2016 Chinese New Year
CCTV, China’s official TV network with billions of audience around the world, recently kicked off its 2016 Chinese New Year (CNY) propaganda with an interactive campaign “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.
“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. 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 depicts the joys of the season and aptly reflects people’s hopes for the spring festival,” says Rocky Hao, Creative Head of Leo Burnett Shanghai.
“Working with CCTV, the most influential Chinese media in the world, on their annual heavy-weight CNY campaign is a great honor for us,” added Danny Mok, CEO of Leo Burnett China.
Elaborating further on the campaign, Mok said, “When it comes to Chinese New Year, every Chinese has their individual take and musings. Based on this insight, Leo Burnett’s Humankind creative philosophy 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 relevant H5 page and website are open for one-second video submissions from early December to February 22, 2016. The creative team will edit selected entries to 30-second TV spots weekly. The first video has been slotted to go on air on December 14 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.