MUM'S WAIT

TitleMUM'S WAIT
ClientCCTV
Product / ServiceBROADCASTING 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. 'Mum's Wait' charts the common story of a mother watching her son grow up in their small community and eventually sending him off to the big city for university and, later, a career. The film illustrates how quickly time flies from childhood at home to adulthood elsewhere, and urges children back to see 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