THE MOVIE TRAILER - SCI-FI

TitleTHE MOVIE TRAILER - SCI-FI
BrandORBIS
Product / ServiceBLINDESS PREVENTION ORGANISATION
CategoryA01. Best Use of Television/Cinema
EntrantTBWA\TEQUILA\HONG KONG, HONG KONG
Entrant Company:TBWA\TEQUILA\HONG KONG, HONG KONG
Advertising Agency:TBWA\TEQUILA\HONG KONG, HONG KONG

Credits

Credits

Name Company Position
Mark Ringer TBWA\ TEQIILA\ HONG KONG Executive Creative Director
Esther Wong TBWA\ TEQUILA\ HONG KONG Group Creative Director
Annie Loo TBWA\ TEQUILA\ HONG KONG Associate Creative Director
Issac Ku TBWA\ TEQUILA\ HONG KONG Senior Art Director
Pan Shum TBWA\ TEQUILA\ HONG KONG Art Director
Jean Ng TBWA\ TEQUILA\ HONG KONG Copywriter
Pauling Wong TBWA\ TEQUILA\ HONG KONG Group Account Director
Pergee Lam TBWA\ TEQUILA\ HONG KONG Assoicate Account Director
Carmela Yung TBWA\ TEQUILA\ HONG KONG Senior Account Manager
Kenard Chui TBWA\ TEQUILA\ HONG KONG Senior Account Manager
Harry Yiu TBWA\ TEQUILA\ HONG KONG Editor
Daisy Chan TBWA\ TEQUILA\ HONG KONG Producer

Results and Effectiveness

As a branding ad, it can't calculate the % of donation. In the other channel, we are glad to hear many positive feedback from teenagers, like facebook.

Creative Execution

To have the audience get a vivid experience of how important sight is, there is no place better than the cinema, where people are expecting visual impact. So imagine movie trailers, with tremendous sound effects to create excitement scene, but to our audience’s frustration, there is NO VISUAL. By placing our special trailers between normal ones, we create great curiosity with impact. No matter how great the sound effect is, the story is nothing without vision. And that’s exactly what we want them to experience that sight is irreplaceable.

Insights, Strategy and the Idea

ORBIS is a non-profit organization which helps to prevent and treat avoidable blindness in developing countries. Our advertising mission is to raise public awareness. We want to show the audience that nothing can be substituted for sight. And the most challenging part is that, as a non-profit organization, the production budget is very limited. So, the best way to achieve this is to find an innovative way to have the audiences experience what life would like without sight, and thus realize that sight is actually a sense that is irreplaceable.