Tencent: Composer in the Cloud

Jiayao Chen, Yawei Tang, Suzzane Zhang

Tencent, a not-for-profit, launched a campaign to raise public awareness and promote the value of art education among people living in rural China, and to make people from these communities love their music again.

Campaign details

Brand: Tencent Brand owner: Tencent Entrant company: McCannIdea creation: McCann Shanghai Market: Greater China Sector: Telephone & internet services Media channels: Social media Budget: Up to 500k

Executive summary

Traditional ethnic Chinese music is losing attraction to younger generations due to a lack of education and the rise of the internet. To rekindle people’s love for ethnic music and promote art education within ethnic minority communities is the problem that we are looking to solve. Co-created with the children from the ethnic communities...

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