Title | DIVORCE |
Brand | PROCTER & GAMBLE |
Product / Service | REJOICE |
Category | A01. Direction |
Entrant | LEO 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 |
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 |
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”.