Due to China's rapid economic progress, the overall civic mind of the people needs to evolve as well. China Central Television (CCTV) developed a PSA campaign to instigate civilized behavior among the populous.

The campaign depicts various slice of life situations and poses a thought-provoking question to the viewers towards the end.

Signoff: Were you civil today?

Check out the other spots of the campaign at:
vimeo.com/103944968 (Subway)
vimeo.com/103929815 (Lift)
vimeo.com/103920409 (Street)
vimeo.com/103917451 (Cinema)

Behind The Scene:
michaelwongcc.com/film/cctv-evolve-bts/

michaelwongcc.com

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