BBH Sundance Festival

6193 2018-02-05 15:40

BBH Shanghai Is The Only Creative Agency In China to Feature In YouTube’s 6-second Project


BBH China is the only creative agency in China, and one of twelve leading agencies selected to partner with YouTube to showcase its six – second bumper ad format at the 2018 Sundance Festival.

Now in its second year, the initiative by YouTube has a new twist for 2018 – creative agencies are to interpret a classic tale in just six seconds.


Google, in agency blog post said:“We’ve enlisted some of the brightest minds in creativity, film and storytelling to draw inspiration from a timeless story…These tales have survived as fables, story books, animated movies, live-action films based on animated movies and hit songs. Will they survive as six second stories?”


“The agency interpretations of these stories cover a broad range of imagination and creativity and demonstrate how much focus, emotion and complexity can fit into a six-second format.  They also show how just six seconds can trigger the desire to see much more,”

BBH China were challenged to re-imagine the story of Hansel and Gretel.And re-imagine they did – with a unique take on the amusing point of view of the evil witch who plots her fantastical candy house ‘Project Candy House’ – which is central to the actual classic tale  – in a modern day setting complete with builders, architects and pastry chefs.

Said Arthur Tsang, Chief Creative Officer, BBH China:“Its’ been an incredible honour to have been recognised as one of the twelve best storytelling creative agencies in the world by YouTube. The challenge was to translate a fairy tale as dark as Hansel and Gretel into a satire that could reflect the times we live in, and to tease it in just 6 seconds. We’re very proud to have brought this to life in a way the whole Sundance audience can smile with.”


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