| Title | FATHER & SON |
| Brand | MINISTRY OF COMMUNITY DEVELOPMENT, YOUTH & SPORTS/NATIONAL FAMILY COUNCIL |
| Product / Service | FILIAL PIETY |
| Category | C01. Viral & Email Marketing |
| Entrant | LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE |
| Entrant Company: | LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE |
| Advertising/Web Design Agency: | LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Chris Chiu | Leo Burnett/Arc Worldwide | Writer & Art Director/Group Executive Creative Director |
| Kurt Viertel | Leo Burnett/Arc Worldwide | Account Management/Managing Director |
| Saurabh Varma | Leo Burnett/Arc Worldwide | Account Management/Chief Strategy Officer |
| Claire Chan | Leo Burnett/Arc Worldwide | Account Management/Account Manager |
| Brenda Koh | Leo Burnett/Arc Worldwide | Account Management/Associate Account Director |
| Lee Min Qi | Leo Burnett/Arc Worldwide | Account Management/Account Executive |
| Tay Yi Ling | Leo Burnett/Arc Worldwide | Account Management/Account Director |
| Stella Pok | Leo Burnett/Arc Worldwide | Account Management/Account Manager |
| David Tsui | Film Director | |
| Anthony Lee | Leo Burnett/Arc Worldwide | Agency Producer/Executive Producer |
| Moviola Singapore | Production Company | |
| Ricky Ho | Yellow Box, Singapore | Sound Producer |
| VHQ Singapore | Editor Company | |
| VHQ Singapore | Post Production |
To promote Filial Piety, a key family value in asian culture, we created this commercial. It is based on the platform that the elder generation will always unconditionally love the generation below but the younger generation finds it hard to love the generation above.