CLIENT
Tencent Technology (Shenzhen)
Jacky Yu - Brand Manager
Daisy Xiao - Brand Manager
Hero Han - Brand Manager
Shelly Zhao - Operation Manager
AGENCY
Cynthia Zhu - Senior Vice President Strategy
Syndra Yan - Senior Strategist
Fei Wei - Group Executive Creative Director
Marc Wang - Group Creative Director
Denise Lee - Senior Account Director
Laurette Yan - Associate Account Director
China Social Assistance Foundation
Shenzhen Treedom Culture Communication
Ergeng Video
Shenzhen Yue Zhong Culture Group
SUMMARY
For past decades, China has created countless economic miracles, but at huge costs. As parents migrate to cities for work, 69 million children were left behind.
Recently, China social giant Tencent (WeChat) launched its non-profit Parental Guidance Platform, aiming to foster meaningful connections between parents and children.
Seeing the Left Behind Children’s plight as the exact problem the platform was built to help overcome, “The Magic Train Tickets” idea was born. Tencent endeavored to use its technological advantage to give these children a voice, helping them plead for parents’ return.
