Ad Nut
Jan 8, 2016

CCTV to Chinese grads: 'Don't worry, be happy'

From China: 'I'm 23', for CCTV by Huangdao (a member of DDB Group China)

CCTV to Chinese grads: 'Don't worry, be happy'

This recently launched campaign for China's central television broadcaster contrasts a dour, serious 'Boss man' with a collection of peppy young people in brightly coloured scenes who cheerfully proclaim that they're 23—the age of most newly minted university graduates in the country.

According to the agency, the campaign is meant "to encourage China’s 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 spot features a BMX champion biker from Jiangsu; Zhejiang, a young fashion designer; an organic farmer; and a "rising star" in the Chinese military.

Ad Nut is not 23, but cannot help feeling more positive already.

 

Need more ads? Visit Ad Nut's Campaign colleagues:
Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East

 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Creative Minds: Gian Nealega is a believer in the ...

Grit, determination, persistence and a whole lot of creativity has helped Dentsu Creative Philippines Gian Nealega shift lanes from training to be a nurse to becoming a creative leader.

1 day ago

Women to Watch 2024: Shilpa Sinha, McCann Worldgroup

Sinha’s strategic leadership at McCann Worldgroup unites cultural insight with creative impact. She also advocates for inclusive representation across regional and global work.

1 day ago

M&A deals continued to decline in 2024: COMVergence

Even as overall dealmaking declines, certain sectors such as ecommerce continue to be a major draw.