| Title | My Name |
| Agency | FRED & FARID Shanghai |
| Campaign | My Name |
| Advertiser | CCTV |
| Brand | CCTV |
| Date of First Broadcast/Publication | 2023 / 1 |
| Business Sector | TV/Radio Programs & Stations |
| Philosophy | Every Chinese name has a literal and symbolic meaning but as a society, we were losing touch with that connection. To spark a reappraisal of the importance of names with CCTV, we aired a film on Chinese New Year inviting people to reflect upon the meaning of their name as they were home with their family. The film earned 1.4 billion total views and sparked a national conversation of our pride in our names and the connection to family that follows wherever we go. |
| Media Type | Case Study |
| Length |