Coca Cola brings love and care for China’s left-behind children during Chinese New Year through uplifting McCann Shanghai documentary

Coca-Cola and McCann Shanghai have created an emotionally uplifting documentary entitled ‘Love and Care for China’s left-behind Children’ which launched across China this week.

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Keeping in line with Coca-Cola’s Happiness platform, Coca-Cola China reunites three families during the Chinese New Year celebrations. The 4 minute documentary captures the heart felt emotions of three Children whose migrant working parents return home after being separated from their children for several years as a result of financial hurdles.

Across China more than 61 million children – nearly a quarter of the Children in China – live in rural villages without their parents who have migrated in search of work to provide a better life for their families. As a result, a generation of left-behind children have grown up without their parents, and many forgetting what it really means to have a mother or father at home.

McCann Shanghai emerged itself in profiles of families across many rural villages to better understand the lives of these left-behind Children; how they cope without their parents; how parents cope without seeing their children for years; the challenges and sacrifices each face; as well as the children’s reactions upon being reunited with their parents for this most important family reunion.

The Chinese New Year holiday results in the largest migration of people globally, with this year’s numbers predicted to increase 5%, reaching 3.6 billion passenger trips expected to be made across planes, trains and road to reunite workers with their families.

Tomaz Mok, Chairman of McCann Guangming, said, “The heart breaking stories were endless, however as our relationship with the children grew we were amazed and deeply touched by their strength and complete understanding of their situation. Their independence and optimism is something we are very proud to present to the whole world.”

Richard Cotton, Director of Creative Excellence for Coca-Cola China, said, “Through this beautifully crafted film, we hope that Coke’s optimism and positivity will inspire more people during CNY to reconnect with the people that matter most, their families. This is what real happiness is all about.”

Jesse Lin, CEO for McCann Worldgroup Greater China said, “We’re very proud to work with Coca-Cola on such an important and meaningful initiative. This documentary is the first step to find more ways for our client to bring real happiness to communities across China.”

Credits: Chief Creative Officer: Tomaz Mok. Creative DirectorS: Manco Wei, Jeremy Guo, Sun Tao. Art Director: Jeremy Guo. Copywriter: Manco Wei. Agency Producer: Cheng Cheng. Media agency: Isobar. Production House:  MeiJia Sunshine.