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Group745
Group745
Group745
Group745
Group745
Sedrin Ice Beer - The Second Chance Reunion
02/09/2019
Advertising Agency
Shanghai, China
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The ending of Chinese New Year holiday means that migrant workers’ yearly reunion is drawing to an end. At the airport where they are saying goodbyes to family and friends, Sedrin helped them arranged a second chance reunion, enabling them to have one more chance to reunite with those who they didn’t meet or had little time being together and extend their holidays. Sedrin filmed the whole reunion and shared online to voice for migrant workers and attract widespread attention from public on this social issue.

Chinese New Year is known as the world’s largest annual human migration. Hundreds of millions of people rush to their home towns for their yearly reunion. Nowhere more so than in the Southern province of Fujian where more than 10% of Fujianese work outside of the province. Chinese New Year could be the only chance that they could get back to their family. The official holiday lasts for seven days, but when combined with travelling, for some workers, it would take two days to reach home, it leaves very little time to spend with loved ones.

A prominent National Party Congress delegate, Zhao Wanping, advanced a proposal on extending Chinese New Year holiday at China’s top level Two Sessions governmental meetings held in this year, March 3rd. He proposed to extend current holiday to 2 or 3 more days, which had caught widespread attention across the whole country and earned 140 million views on Weibo within only 2 days.