Title | SURIRAM |
Brand | PROTECT & SAVE THE CHILDREN |
Product / Service | PUBLIC SERVICE ANNOUNCEMENT |
Category | A01. Direction |
Entrant | NAGA DDB MALAYSIA Selangor, MALAYSIA |
Idea Creation | NAGA DDB MALAYSIA Selangor, MALAYSIA |
Production | SUPERWONDERFUL FILMS Kuala Lumpur, MALAYSIA |
Production 2 | MUSTANG POST Petaling Jaya, MALAYSIA |
Production 3 | FUSE ASIA Petaling Jaya, MALAYSIA |
Name | Company | Position |
---|---|---|
Alvin Teoh | Naga DDB Tribal | Executive Creative Director |
Alex Wong | Naga DDB Tribal | Creative Director |
Jeremy Yeoh | Naga DDB Tribal | Associate Creative Director |
Jeremy Yeoh | Naga DDB Tribal | Copywriter |
Jenatun Zulkifli | Naga DDB Tribal | Associate Creative Director |
Jackson Mah | Naga DDB Tribal | Copywriter |
Chong Su-Yin | Naga DDB Tribal | Copywriter |
Simon Yip | Naga DDB Tribal | Art Director |
Caroline Wong | Naga DDB Tribal | Account Manager |
Tee Tze Mien | Naga DDB Tribal | Account Manager |
Sharon De Silva | Naga DDB Tribal | Head of AV |
Chris Lau | Naga DDB Tribal | Agency Producer |
Leroy Mah | Naga DDB Tribal | Media Strategist |
Kathrin Honesta | Naga DDB Tribal | Illustrator |
Cheok Jin | Naga DDB Tribal | Technical Director |
Lo Wei Tzen | Naga DDB Tribal | Digital Strategist |
Al Isaac | Superwonderful Films | Director |
Ricky Lim | Superwonderful Films | Cinematographer |
Ashraf Ali | Superwonderful Films | Gaffer |
Simon Loke | Superwonderful Films | Production Designer |
Diana Tang | Superwonderful Films | Executive Producer |
Vikster Chew | Mustang Post | Editor |
Lee Jia Seng | Mustang Post | Colorist |
Sean Chaw | Mustang Post | Flame Artist |
Luffy Latiff | Mustang Post | Post Producer |
Based on the insight that more than 90% of child sexual abusers are people children know and trust, we created a series of two films in different languages – English and Malay to target the key ethnic groups in Malaysia. In this film, we turned a popular Malay ‘Nursery Rhyme’ into a ‘Nursery Crime’ by twisting the lyrics to express how a parent or a grandparent could masquerade his hidden intentions to groom an innocent child into an unsuspecting victim of sexual abuse.
Most pedophile cases in Malaysia are perpetrated by people known to the children and people of authority; teachers, relatives, baby-sitters, neighbours, even religious teachers. They take place in everyday places like schools and homes. Before the shoot, we got a description of perpetrators and locations of these crimes from social activists and went in search of these places. The intention was not to art direct or prop up anything if possible, using only what's already in the location and moving them around. We shot in a Malay village where these cases are rampant. We matched the talent to known perpetrators and made sure the 'uncle' had a sarong and a skullcap, as if back from prayers. As for the kid, although we have parent consent and people involved in child counseling at hand, she wasn’t told what would happen so we could capture her natural expressions.