Cannes Lions
McCANN, Shanghai / TENCENT / 2021
Overview
Entries
Credits
Background
For a long time, although children in the mountains have solved the problem of compulsory education, the quality of education is lacking. The folk music of this ethnic group is facing the dilemma of lack of inheritors, and the unique charm of these ethnic minorities is gradually leading to Sinicization (Han-ization). Our mission in this project is to make the children of these ethnic minorities fall in love with their own folk music again, and let this form of music play its value in contemporary society.
Idea
Accompany by radiographers, a group of local children were geared with recording equipment and deep dived into the towns of Tacheng, Lijiang County, Yunnan, collecting sounds around their lives. The interesting sounds collected from farmland, river and birds were transformed as the composer’s musical inspiration, combing with local fork music and sparked a chemical reaction of beautiful harmony. Ultimately created six unique and touching melodies.
Strategy
Illiterates don't exist anymore, but people who are aesthetically illiterate still do.
We believe that if we open the windows to the hearts of children in the mountains, they will be free to explore a whole new world. To urbanites, the mountains represent a far away poetic heaven that they are yearning for; to children in the mountains, life is rather a challenge. The angelic voices are hidden amongst the purest of natures, and we want to inspire these children that the beautiful things are actually right around them - all we need to do is simply guide them the way to discover.
Execution
The project was launched on QQ Music and Kuwo Music in the form of philanthropic songs. On the day of release, artist Ayunga shared the melodies on Weibo, attracting people to the two music platforms and influenced the public with great impact. The songs are now permanently available to the public and continuously inspiring 14 billions people.
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