CCTV: #MyName
Marie-Julie Lorenzo
Campaign details
Brand Owner: CCTVLead agency: Fred & Farid ShanghaiBrand: CCTVCountry: ChinaIndustry: TV channels, services, programmesMedia: Magazines - consumer; Mobile and apps; Online video; TelevisionBudget: Up to 500k
Market background and cultural context
CCTV, China's top TV network, wanted to be the biggest name of Chinese New Year, China's most sacred season.
Nowadays, China is being washed over by globalization: more people are getting used to western lifestyle, but meanwhile, the original Chinese culture is gradually falling into oblivion. As the 'Chinese Super...