Cannes Lions

FINANCIAL SERVICES

SHANGHAI MEDIA GROUP, Shanghai / CHINA MERCHANT BANK / 2008

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Harmony is the essence of the concept of Mo Tzu in ancient China.Harmony is harmonious society modern China advocates.Harmony is the advertising theme of China Merchants Bank in 2008. Harmony boasts rich morals in Chinese Cultures — integrity, community, combination, etc.

Through the explanation of 'harmony', we combine many elements — traditional Chinese mindset, modern civilisation and also entrepreneurship as a whole, and create this radio advertisement to perfectly realise the mixture of Business and Public service.

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