SHANGHAI – January 28, 2014 – Coca-Cola Company and McCann Shanghai have created an emotionally uplifting documentary entitled ‘Love and Care for China’s left-behind Children’ which launched across China this week.
Keeping in line with Coca-Cola’s Happiness platform, Coca-Cola China reunites three families during the Chinese New Year celebrations, McCann Shanghai said in a press release. The four-minute documentary captures the heartfelt emotions of three Children whose migrant working parents return home after being separated from their children for several years as a result of financial hurdles. Across China more than 61 million children – nearly a quarter of the Children in China – live in rural villages without their parents who have migrated in search of work to provide a better life for their families. As a result, a generation of left-behind children have grown up without their parents, and many forgetting what it really means to have a mother or father at home.
The agency immersed itself in profiles of families across many rural villages to better understand the lives of these left-behind Children; how they cope without their parents; how parents cope without seeing their children for years; the challenges and sacrifices each face; as well as the children’s reactions upon being reunited with their parents for this most important family reunion.
The Chinese New Year holiday results in the largest migration of people globally, with this year’s numbers predicted to increase 5 percent, reaching 3.6 billion passenger trips expected to be made across planes, trains and road to reunite workers with their families.
Tomaz Mok, Chairman of McCann Guangming, said, "The heartbreaking stories were endless, however as our relationship with the children grew we were amazed and deeply touched by their strength and complete understanding of their situation. Their independence and optimism is something we are very proud to present to the whole world.”
Richard Cotton, Director of Creative Excellence for Coca-Cola China, said, "Through this beautifully crafted film, we hope that Coke’s optimism and positivity will inspire more people during CNY to reconnect with the people that matter most, their families. This is what real happiness is all about.”
Jesse Lin, CEO for McCann Worldgroup Greater China said, "We’re very proud to work with Coca-Cola on such an important and meaningful initiative. This documentary is the first step to find more ways for our client to bring real happiness to communities across China.”
To encourage more people care about this vulnerable group, the film will be shared through taxi media during the Chinese New Year for a broader impact on the Chinese community.
Credits
Project title: Care about Left-behind Children – Coca-Cola’s CNY public service documentary
Client: The Coca-Cola Company
Creative agency: McCann Shanghai
Chief Creative Officer: Tomaz Mok
Creative Director: Manco Wei, Jeremy Guo, Sun Tao
Art Director: Jeremy Guo
Copywriter: Manco Wei
Agency Producer: Cheng Cheng
Media agency: Isobar
Production house: MeiJia Sunshine production house
Exposure: Taxi, social, online.
