| Title | BEST ACTRESS HIJACK |
| Brand | RAINLILY |
| Product / Service | THE ASSOCIATION AGAINST SEXUAL VIOLENCE IN HONG KONG |
| Category | A01. Glass |
| Entrant | CHEIL WORLDWIDE Hong Kong, HONG KONG |
| Idea Creation | CHEIL WORLDWIDE Hong Kong, HONG KONG |
| Media Placement | CHEIL WORLDWIDE Hong Kong, HONG KONG |
| Production | CHEIL WORLDWIDE Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Paul Chan | Cheil Worldwide, Hong Kong | Executive Creative Director |
| Wilson Ang | Cheil Worldwide, Hong Kong | Creative Director |
| Max Fung | Cheil Worldwide, Hong Kong | Associate Creative Director |
| Paul Chan | Cheil Worldwide, Hong Kong | Copywriter |
| Wilson Ang | Cheil Worldwide, Hong Kong | Copywriter |
| Max Fung | Cheil Worldwide, Hong Kong | Art Director |
| Edmond Leung | Cheil Worldwide, Hong Kong | Art Director |
| Sam Chow | Cheil Worldwide, Hong Kong | Art Director |
| Denise Chan | Cheil Worldwide, Hong Kong | Account Servicing |
| Aleck Woo | Eye Candy | Director |
INSIGHT: When it comes to sexual violence, no-one should act like nothing has happened. IDEA: It’s time to stop acting.
In April 2018, we hijacked the biggest event in Hong Kong entertainment: The Hong Kong Film Awards. On the night of the event, the presenter for the ‘Best Actress’ award appeared live across the nation and stole the show, quite literally, with our campaign message: IT’S TIME TO STOP ACTING. When it comes to sexual violence, no-one should act like nothing has happened.
The hijack sparked a nationwide conversation. The campaign received over HK$3m in PR value. Calls to our Support Helpline increased by 15%. Hong Kong’s Law Reform Commission (the ‘LRC’) has begun reviewing the law on non-consensual sexual offences. All resulting in the most effective campaign in RainLily’s history. And a major step in breaking the silence on sexual violence.
To bring the issue of sexual violence to centre stage, our strategy was to hijack the biggest event in Hong Kong entertainment—The Hong Kong Film Awards—and use the live event itself as our platform to reach out to millions. This had never been done before.