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Network of the Year: McCann Worldgroup


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Music & Sound
Music Original - Score

Silver Winner

Entrant: McCann Worldgroup China, Shanghai
Pateo - "The Amazing Pateo Navigator"

Corporate Name of Client: Pateo

Agency Account Supervisors: Linda/Hana/Apple

Agency: McCann Worldgroup China, Shanghai

Chairman: Tomaz Mok

Chief Creative Officer: Ng Tian It

Creative Director: Sun Tao

Art Director: Roni Lu

Agency Producer: Cheng Cheng

Production Company: Gwantsi, Shanghai

Director: Hadi Shuaib

Editor: Javier Ramos

Music Composer: Adam Fillip


Description of the Project: 
In China, people’s adaptations to air pollution, such as wearing protective masks and staying indoors on heavy smog days, have become a normal part of daily life.
But what if far more freakish adaptations await China just around the bend? What if tomorrow, people couldn’t survive air pollution… without a hairy nose!
With black humor, we depicted a near future where everyone has adapted to smog by growing grotesquely long nose hair.
We executed this memorable device with viral video, high visibility outdoor, WeChat social media stickers, and an H5 site to ‘nose hair-ify’ your photo and get tips on low carbon lifestyle change.