FATHER'S LIE

Bronze Spike
TitleFATHER'S LIE
ClientCCTV
Product/ServiceBROARDCASTING STATION
CategoryA16. Public Service, Charity & Fund Raising
EntrantSAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA
Entrant Company SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA
Advertising Agency SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA
Production Company OFF-LO-HI Hong Kong, HONG KONG

Brief Explanation

With the One-Child Policy in effect for 25 years now, up to 70% of China's population of over 60s are living as 'empty-nesters'. This number will rise to 90% by 2030. Urging each family's Only Child to spend time with their aging parents has become more important than ever, especially during the holidays. With this in mind, we chose 'xiao', or filial piety, as our theme for our Chinese New Year campaign. 'Father's Lie' is based on a true story of one of these older 'empty-nesters'. It follows the phone conversation between a father and his daughter, in which the father's seemingly light-hearted responses belie the tragic truth of his and his wife's abandonment. It holds up a mirror to the viewer's own familial relationships in hopes of encouraging people back to their home towns to spend time with their parents before it's too late.

Credits

Name Position
Carol Lam Chief Creative Officer
Paul Swee Creative Director
Carol Lam Copywriter
Paul Swee Art Director
Clement Shaw Agency Producer
Twelve Tang/Rebecca Liu/Ada Liu Account Supervisor
Ricko Chow Producer
Nick Lim Director
Johnny Chan Editor
Play Music Sound Design/Arrangement
Ping Pong Ltd. Post Production
Siu Dee Director Of Photography