Cannes Lions
TBWA\KUALA LUMPUR, Kuala Lumpur / U MOBILE / 2024
Overview
Entries
Credits
Background
People are losing the ability to do things on their own. Real-life practical skills (like changing a tyre or cooking rice) are being forgotten or never even learned in the first place, because more and more of our time is used to consume meaningless content online that don’t really help us in our daily lives. U Mobile recognised this and wanted to motivate more people to create & consume meaningful content. And what better time to do it than Chinese New Year?
Execution
The film is a heartwarming story of a grandfather who seemingly pursued viral fame through his videos online. However, a surprising twist revealed his true motive: Driven by love, he sought to empower his granddaughter with life skills so that she may live independently even in his absence in the future.
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