DIVORCE

TitleDIVORCE
BrandPROCTER & GAMBLE
Product / ServiceREJOICE
CategoryB01. Internet Film
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG
Production Company MOVIOLA PRODUCTION Hong Kong, HONG KONG

Credits

Name Company Position
Connie Lo Leo Burnett/Hong Kong Chief Creative Officer
Julian Hernandez Leo Burnett/Hong Kong Regional Creative Director/Copywriter
Kim Wong Leo Burnett/Hong Kong Associate Creative Director/Art Director
Alex Li Leo Burnett/Hong Kong Art Director
Shekee Shek Leo Burnett/Hong Kong Art Director
Francesca Wong Leo Burnett/Hong Kong Art Director
Jason Luo Leo Burnett/Hong Kong Associate Creative Director/Copywriter
Kunal Kshirsagar Leo Burnett/Hong Kong Senior Copywriter
Natalia Zhu Leo Burnett/Hong Kong Copywriter
Isa Wai Leo Burnett/Hong Kong Agency Producer
Lisa Ip Leo Burnett/Hong Kong Regional Brand Director
Caroline Kwok Leo Burnett/Hong Kong Brand Director
Rachel Leung Leo Burnett/Hong Kong Brand Manager
Farheen Romani Leo Burnett/Hong Kong Global Planning Director
David Tsui Moviola Hong Kong Director
Eddie Chung Drum Music Music Composer

Brief Explanation

A couple is sitting faced each other at their home when he asks his wife to sign their divorce papers. She agrees on one condition: that he hug her every day for the rest of the month. They meet at different locations, each time she asks him whether he remembers what made each place so special. He doesn’t remember but soon she reminds him that every place marked a milestone in their relationship: where he proposed, where he first said “I love you”, where they first kissed, etc. He hugs her in all these places, with every hug his position softens as he enjoys her proximity and her smooth beautiful hair. When she has signed the papers, she meets him in the same place where they first met. But now he’s the one who has a change of heart. When she leaves, after giving him the signed divorce papers, he asks her if he can hug her the next day. She doesn’t say a word, she just smiles and walks away. A super appears: “3 million people got divorced in China last year. Over 100,000 married each other again. End line: “Love. Don’t let it go”.

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