Cannes Lions

Baby’s First Chinese New Year Homecoming

SAATCHI & SAATCHI, Shanghai / PROCTER & GAMBLE / 2019

Film
Supporting Images

Overview

Entries

Credits

Overview

Background

Chunyùn, also referred to as the Spring Festival travel season is a period of travel in China the time of the Chinese New Year. The period begins 15 days before Lunar New Year's Day and lasts for around 40 days. It has been called the largest annual human migration in the world, with approximately 3 billion journeys in 2019.

Since Chinese economic reforms in the 1970s, new opportunities have emerged, often at a considerable distance from people's hometowns. Consequently, there has been a massive migration from rural to urban areas over the course of the last few decades with people seeking opportunities and a more sought-after lifestyle.

Execution

In our film “Baby’s First Chinese New Year Homecoming” we follow three families with young babies travelling home for Chinese New Year to meet their families for the first time. We meet them in the airport before they fly and hear how the parents worry about travelling with baby’s first time on a plane.

Once on board the parents fears materialize, the babies start to cry but instead of complaining, the other passengers join the cabin crew in singing a well known Chinese lullaby to help the babies sleep. Gradually they nod off and sleep in peace. We finish the film with the family reunion and encouraging all travellers to spare a thought and be considerate when they see people travelling home with young babies at the busiest time of year.

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