Tribal Worldwide Shanghai creates an emotional video for Anchor that touches Chinese mothers

Marks.jpgTribal Worldwide Shanghai has released a new viral video titled "Does Your Kid Deserve 10 Marks?" The video received lively reception from the public, triggered heated discussions on social media and generated a record-breaking "10,000" likes in just an hour after the launch. The video features real Chinese moms and their kids. It also highlights a tendency among Chinese moms to rate their children too low and always leave room for improvement. The video campaign aims to remind Chinese mothers that every kid deserves "10 marks" recognition.

"Chinese moms are very proud of their kids, but they are sometimes critical when evaluating them," Manoj Namboodiri, Business Development and Marketing Director, China Brands at Fonterra said. "We wanted moms to praise their children more often, since every child deserves to be treated as a champion and get 10 marks. This campaign demonstrates our values as a brand and a greater value we provide in delivering premium quality milk to every Chinese family."

Marks 2.jpgThe video campaign was launched to support the promotion of Anchor Kid's Milk in Mainland China. Producing premium quality milk for children naturally sweetened and free from additives, Anchor targets Chinese mothers who are looking for top-quality dairy for their families.

The "Does Your Child Deserve 10 Marks?" video features Chinese moms who rank their kids by giving them "8" or even lower, "7" marks. As the video unfolds, children are called upon to rank their moms on the same scale. Surprisingly to viewers, kids give their moms maximum scores. The video culminates at the moment when moms understand how much they undervalue their children, reinforcing Anchor's message that "every kid deserves 10 marks".

Marks 3.jpgIn just a few weeks on Youku, Weibo, WeChat, Tudou and other social platforms video "Does Your Kid Deserve 10 Marks?" gathered more than 40 million views. Millions of Chinese moms commented, thousands shared with friends. "If I was to rate my girl, I would give her 8. She is smart and pretty, but not perfect - shy and quiet sometimes," says Fiona Zhou, one of the moms. "When I asked her to rate baby gave me 10 marks. It brought tears to my eyes. Suddenly I felt guilty and ashamed. I think I should stop being that harsh on her."

Tribal Worldwide's campaign for Anchor became widely discussed by moms all over China making them realize that children deserve maximum appreciation.

"We hope Chinese moms will start praising their kids more and give them more encouragement. I believe we all need it sometimes - just to hear from your mom that you are the best," said Emen Chong, General Manager at Tribal Worldwide Shanghai. "With this video we made many Chinese moms remember one thing - their kid is just a kid. We truly believe we can touch the hearts of moms all over China and bring more happiness to every family."

Credits -
Managing Director: JitHoong Ng
Chief Creative Officer: Tim Cheng
Creative Directors: Zheng Li, Tony Hua, Bely Xu
Copywriters: Bely Xu, Zheng Li
Art Directors: Xiaohui Li, Messi Mei, Tony Hua, Tim Cheng
Producer: Cherry Wang
Planners: Denise Tang, Jie Lu
Account Service: Mirabelle Ng; Jack Yu; Mika Zhang; Emma Du; Severine Liu; Johnson Lai
Production: Moto Production
Film Director: Zero Lin

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