TAKE AWAY

Short List
TitleTAKE AWAY
ClientCCTV
Product/ServiceTV/BROADCASTING 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. 'Takeaway', based on a true story of one of these older 'empty-nesters', tackles widely-held cultural beliefs surrounding dementia. Dementia is considered embarrassing, and sufferers are often kept hidden behind closed doors to avoid 'loss of face' for the family– even the Chinese word for dementia is derogatory and dismissive of this tragic condition. It is told from the perspective of the son of an older man with dementia, who struggles to remember the most basic things. Just at the pinnacle of the son's frustration, when the son wonders if his father has forgotten even his manners, he is reminded of the transcendence of love despite the fading of memory

Credits

Name Position
Fan Ng Executive Creative Director
Guojin Yang Creative Director
Guojin Yang/Benjaming Gao Copywriter
Fan Ng/Guojin Yang Art Director
Ran Yin Agency Producer
Twelve Tang/Rebecca Liu/Ada Liu Account Supervisor
Ricko Chow Producer
Alfred Hau Director
Nathan Sham Editor
Play Music Sound Design/Arrangement
Ping Pong Ltd. Post Production
Siu Dee Director Of Photography