Above: 10AM Communication’s ad for Capitaland showing off its philanthropic efforts. The setup is that many schools were destroyed by the Wenchuan earthquake in 2008, and that Capitaland has helped re-build 15 schools across China. The video features their star project, the first “green hope” (whatever they mean by that) school in China.
The Singapore-based 10AM Communication manage to produce a great montage of an ideal primary school in China. Images employed include the obedient class responding in unison, a smiling kid who wants to be an astronaut when he grows up and a kid from the village who has to run for half an hour to get to school every morning. Beautifully shot, if a little heavy-handed, it’s definitely worth watching.