One city. One agency. One anthem. We wished to find a way to produce our own original branded content to engage the creative talents and non-Shanghainese in the city that everyone has a China dream here. Although we came from different background and different cultures with different jobs, Shanghai is the best place for creative business.

During 2017 Chinese New Year, half the Shanghai city was empty because 41% non-Shanghainese went home. We recorded the view and asked people why they came back and what they came back for after the holiday. These answers became the lyrics for our anthem. Through the music video and the angle from our agency we wished to send the message that advertising industry is not dead and on the contrary, it's blooming.

#Songs to the future advertisements# is our plans to sing as an ad and to make an ad like a song. As the third season of the plan, ReturntoShanghai set new benchmark in using UGC content as a self-branding music video.

2017 CNY (January 29 - February 08) recording empty views of the city

2017 Early February - Invitation from popular singer Huiyuan Meng to collaborate

2017 Mid February - production of the film and the song by our music partner - StreetVoice

2017. March 02 - MV release

0 paid or earned media placement

Four days after release, it went viral. Our anthem album was played for 3.3 hundred million times on Tencent video and sparked over 110,000 comments and stories of #returntoshanghai#.

We engaged 1.64M times of the song played, over 40 media and music platforms to report over 1.09 media coverages. Simple Life Music Festival invited the singer to sing it live. Our self-produced music even hit top 10 KTV hottest single afterwards in Shanghai.

People started making similar songs such as "ReturntoXi'an" and Wechat's #comehomeforCNY# MV. We managed to inspire a whole nation to return to greatness, all through a song.