The One Show China program,organized by the The One Club, has delivered some interesting campaigns this year.
The Gold-winning MasterCard campaign went to an agency called Tianjin Back Sea, who added a dark twist to the "Priceless" campaign so well known worldwide.
A "cat lady" abandoned by her human children, a doll collecting childless couple, and a trasvetite whose "priceless" desire is to "be able to dress the way you want" are the central pieces of the winning campaign.
I wasn't able to find a translation for all the ads, but I can imagine what is 'priceless' in each case.
1. Childless couple, collecting dolls:
2. Without her kids, but with her cats:
While the Western version works more on the funny side of life, it is really interesting to see the Chinese approach to what may be considered 'priceless' in life.