Title | MUM'S WAIT |
Brand | CCTV |
Product / Service | BROADCASTING STATION |
Category | A16. Public Service, Charity & Fund Raising |
Entrant | SAATCHI & 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 |
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 |
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'.