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45 Days Campaign

Award: Wood Pencil

Wood Pencil / PR / Best In-Market Campaign / 2016

We organized five family interventions, each family representing a different socioeconomic demographic within China, to take them all on a journey to rediscover the preciousness of the 45 days they‘ve to spend together. We conducted video interviews with children and parents separately, asking them to reveal the unspoken truths they dare not share with family. Then, we showed parents the video of their child and vice versa. Finally, we revealed the 45 days statistic to the younger generation, and staged surprise visit from their parents, creating an opportunity to reconnect in an intimate way.

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