PRESS RELEASE

FOR IMMEDIATE RELEASE

CCTV LEADS NATIONWIDE CAMPAIGN ON POSITIVE THINKING AMONGST

CHINAS FRESH GRADUATES
Shanghai, China, 5 January, 2016 -- China Central Television (CCTV), the
predominant state television broadcaster in mainland China has launched a
nationwide campaign through its own multiple channel network, to encourage
Chinas fresh graduates to stay upbeat in 2016 as the Middle Kingdom braces itself
for an economic slowdown, which will affect employment, especially amongst fresh
graduates. The campaign, I am 23! will be launched on the state broadcasters 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,
Huangdao.
The television commercial is freshly launched and is expected to run through the
whole of 2016.
Please click here to view the video http://v.qq.com/page/s/u/1/s0174w2f8u1.html
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About Huangdao
Huangdao is a member of DDB Group China (DDB and Tribal Worldwide), is part of
DDB Group Asia and is united behind our founder, Bill Bernbach's belief, that
creativity is the most powerful force in business. DDB Group Asia is a cohesive
collaboration of global businesses, including DDB (advertising), Tribal Worldwide
(digital), DDB Remedy (healthcare and medical) and Tracey Locke (shopper
marketing). DDB Group Asia is part of the DDB Worldwide communications network
and Omnicom Group.
Credits
Agency: Huangdao (a member of DDB Group China) ECD: Adams Fan
SCW: Jana Chen
SAD: Allen Wang
AM: Effy Shao
Producer: Cherry Wang
Production: Filmmate
Production producer: Huang Lei
Film Director: Holo
DOP: Liang zi
Offline Editor: Huang Rongbing
Color Grading: Zhang Yingjie
Music: Soundhub Studio
Online: CO2
For more information, please contact:
Kate Neill
Director of Regional Communications, DDB Group Asia Pacific
Kate.neill@asiapac.ddb.com
Mobile: +852 9834 9674

:
Angela Tan
DDB
+65 66714495
: angela.tan@sg.ddb.com