| Title | THE LETTER |
| Brand | ASIA PACIFIC BREWERIES SINGAPORE |
| Product / Service | TIGER BEER |
| Category | C02. Branded Content & Entertainment Film |
| Entrant | BBDO ASIA Singapore, SINGAPORE |
| Idea Creation | BBDO ASIA Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Primus Nair | BBDO Singapore | Executive Creative Director |
| Christie Way | BBDO Singapore | Creative Group Head |
| Imran Chaudhry | BBDO Singapore | Copywriter |
| Michelle Tan | BBDO Singapore | Account Director |
| Deborah Mark | BBDO Singapore | Account Executive |
| Ann May Chua | BBDO Singapore | Agency Producer |
| Kelly Togashi | BBDO Singapore | Associate Planning Director |
The Letter tells the true story of Mr Lee. The story is told through a letter that he has written to his 3 adult children, who now live and work abroad. While congratulating them on their successes and reassuring them that he is incredibly proud of them, he tells them that the distance and time spent apart weighs heavily on him. Especially during Chinese New Year.