2030 SDGs - "THE PENGUIN AND THE WHALE"

Tencent Shenzhen, China

Awards

2087

This ad is part of the ACT Responsible Collection

Brand: 2030 SDGs
Country: China

Advertiser: UNITED NATIONS / Tencent

Title	THE PENGUIN AND THE WHALE
Agency	Tencent
Campaign	THE PENGUIN AND THE WHALE
Advertiser	UNITED NATIONS / Tencent
Brand	2030 SDGs
Date of First Broadcast/Publication	2020 / 8
Business Sector	Public Safety, Health & Hygiene
Story	The UN wanted to reach out to Chinese youth and spark dialogues with them on its 2030 SDGs. Given that the UN has no funding for this campaign, it needed to work with the most resourceful partner. Covid-19 added an extra layer of difficulty to making this dialogue possible. Tencent, with its extensive prowess in technology, big data, social-networking, live-streaming and performance-based advertising, proactively approached the UN. Firstly, we invested the entire $80,000 budget in content production. We created an animated film that tells a story about a whale searching for an iceberg home for its friend, a penguin.This seemingly heartwarming film has a tragic ending. Once released, it immediately went viral, attracting a large number of students during the summer holidays. The film was launched as a native WeChat ad with a direct reply function. Users could click to join the live stream after watching the film, share it on their social networks, and go to the UN website to join the campaign. Once you have good content, the next thing you need is a capable PR media partner who is willing to sponsor it for free. WeChat, a super app with one billion users and integrates resources of live social post and on real time, Tecent Meeting and big data, is best positioned to channel resources for the campaign. They soon found 7 million young people kicked-off a conversation about climate and ocean issues. Post-covid era, Tencent, an internet technology firm, could maximize the marketing outcomes for both sides. Tencent, who is also a great PR company, which eventually brought in around 10 million RMB worth of earned media for the campaign.
Result	The animated short received over 40 million views online and was recommended by the UN on the front page of its official site. Thanks to the film’s widespread promotion, 7 million viewers joined the live streaming platform through the H5 page on WeChat, more than 700,000 young participants signed up for the series activities of "Chinese Youth Dialogue on the Future". The support and acknowledgment from the government brought it further into the limelight and sparked hotter discussion among youth. 1.Generated 2.47 million+ online discussions 2. 500,000 viral communications 3. 83 media coverages 4. With 10361 proposals initiated.
Media Type	Integrated Media/360 Activation
Length	135 seconds
More Information	http://vmore.cn/mprworks/film/
General Manager	Vincent Li
Executive Creative Director	Akae Wang
Copywriter	Akae Wang
Copywriter	Zita Zou
Art Director	Ken Lin
Art Director	Dong Xie
Assistant Art Director	Sonja Xu
Agency Producer	Ahjan Huang
Project Director	Derek Song
Project Manager	Nina Lin
Project Manager	Susieshan Li
Director	Ezequiel Torres
Director	Pablo Roldán
Executive Producer	Katherine Lee
Executive Producer	Ivan Faerman
Producer	Roy Zhang
Producer	Ruby Valls
Creative Director	Nando Correa
Creative technologist	Addie Hao