BEST ACTRESS HIJACK

Short List
TitleBEST ACTRESS HIJACK
ClientRAINLILY
Product/ServiceTHE ASSOCIATION AGAINST SEXUAL VIOLENCE IN HONG KONG
CategoryC02. Live Shows / Concerts / Festivals
EntrantCHEIL 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

The Campaign

INSIGHT: When it comes to sexual violence, no-one should act like nothing has happened. IDEA: It’s time to stop acting.

The Brief

‘Best Actress Hijack’ came to life on a tiny budget. The presenter for the ‘Best Actress’ award donated her work for free. There was no paid media. The only cost involved was to direct the short film clip that appeared onscreen at the live event during the presentation of the ‘Best Actress’ award. Our budget for this was HK$100k.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

As a brand experience idea that brings the issue of sexual violence to centre stage, ‘Best Actress Hijack’ was the first of its kind. We hijacked the biggest event in Hong Kong entertainment—The HK Film Awards—and used the live event itself as our platform to reach out to millions. This had never been done before.

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.

Credits

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
Links
Video URL