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

 

Related Articles

Just Published

15 hours ago

See the full winners results from the APAC Effies

BMF Sydney and ALDI Australia take the Grand Effie for their entry, Loyalty Pointless Points, while Ogilvy was crowned Agency Network of the Year.

1 day ago

Campaign Crash Course: Leadership lessons for ...

How do leaders create effective teams? Dentsu Aegis Network Greater North chief Cheuk Chiang explains how to foster better talent by applying leadership principles, tips and learnings from past mistakes. Watch his video and test your knowledge with a quiz.

1 day ago

The most beautiful pizzas you will ever see

INSPIRATION STATION: How a pizzeria in Vietnam teamed up with boutique agency Ki Saigon to create beautifully inspiring (and edible) tributes to world peace.

1 day ago

Lenovo eschews high-voltage celeb endorsements for ...

Consumer electronics brand embraces functionality over bells and whistles as it seeks to stand out in competitive market in a campaign by SuperHeroes.