Title | TAKE AWAY |
Brand | CCTV |
Product / Service | TV/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 |
---|---|
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 |
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