The 99 Giving Day is an annual charity project founded by Tencent and celebrated on September 9th every year. This year, Tencent created this film to promote the idea that “we could do a good deed with one yuan”.
This campaign uses the left-behind children as the way-in and tells a touching story of a pair of brothers who wish to buy a new phone to talk to their mother working aboard. An incident occurred right before they make the purchase, but the phone vendor reaches out to help. The video tells the audience that a good deed could be done with a small amount.
Tencent release a thematic web video that shook up the internet, as the title track sky rocketed to top billboard ranking on QQ music. Within the first 2 weeks, the video achieved phenomenal viral results of 100 million views.
The 99 Giving Day has reached out to 48 million people, and fundraising amount of total of 1.78 Billion RMB.
Agency: Tencent, Shenzhen
Production Company: Jingle (Shanghai)
Account Director: Snow Lee
Account manager: Jian Wang
Agency Producer: Ahjan Huang
Art Director: TianShu Chu
Art Director: BoYang Meng
Business Director: Yuan Hong
Composer: GuangXia Lei
Copywriter: HaoNan Liu
Creative Director: Samar Zhang
Director: Zhe Zhang
Director: Ran Xi
DoP: TianTian Qian
Executive Creative Director: Akae Wang
Executive Creative Director: Alex Chen
Executive Producer: Feixiang Zhang
General Manager: Vincent Li
Project Manager: Tonghuan Liu