SUB CATEGORY :

ANIMATION (IN-CAMERA OR DIGITAL)

COMPANY ENTERING :

BLUE UNIVERSE, GUANGZHOU

TITLE :

DREAMS IN THE MOUNTAINS

BRAND :

TENCENT

ADVERTISER :

BLUE UNIVERSE

AGENCY :

BLUE UNIVERSE, GUANGZHOU

CHIEF CREATIVE OFFICER :

BAO CHENGJIE

CREATIVE DIRECTOR :

HUANG YUANYANG

ART DIRECTOR :

MAI YINGJUN

COPYWRITER :

WU JING

FILM PRODUCTION COMPANY :

BLUE UNIVERSE, GUANGZHOU

DIRECTOR :

HUANG YUANYANG

FILM PRODUCER :

MAI YINGJUN

POST-PRODUCTION COMPANY :

BLUE UNIVERSE, GUANGZHOU

SPECIAL EFFECTS COMPANY :

BLUE UNIVERSE, GUANGZHOU

ENGLISH SYNOPSIS :

Among China's 298 million underage children, 63% live in towns and villages in the central and western regions. However, nearly 80% of high-quality education resources are concentrated in developed coastal cities in the east. The urban-rural education gap confines the cognition and dreams of most children in the central and western regions to their place of birth.
Tencent, a renowned Chinese internet company, aims to help these children achieve their dreams. Thus, we distilled the symbol of a "Ferris wheel," representing innocence and yearning, as a symbol of "dreams." During the Mid-Autumn Festival, symbolizing dream fulfillment, we created an animated story of "Mountain Ferris Wheel." Tencent's iconic IP character, the little penguin, accompanies rural children on their growth journey. Through imagination, we bring the city's Ferris wheel to the mountains, wishing for the successful fulfillment of children's dreams and calling for more societal support for rural education.

ENGLISH CONTEXT EXPLANATION :

Due to the imbalance of educational resources between urban and rural areas, what seems ordinary to city children appears as distant as the "moon" to children in rural areas.
Therefore, we chose to release the story during the Mid-Autumn Festival, a traditional Chinese festival that symbolizes the "moon" and "dream fulfillment." In the story, Tencent's beloved IP character, the little penguin, accompanies children on their growth journey and transforms into a long penguin figure. The elongated figure's name in Chinese sounds similar to the legendary figure "Chang'e" from the Mid-Autumn Festival myth. It brings the city's Ferris wheel to the mountains, fulfilling the rural children's wish to "ride the Ferris wheel and see the moon." This represents Tencent's hopeful wishes. We hope that during this Mid-Autumn Festival of family reunion and full moon, all children can realize their dreams and see a broader world.