THE PROPOSAL

TitleTHE PROPOSAL
BrandPRUDENTIAL
Product / ServiceINSURANCE PROTECTION
CategoryA03. Casting
EntrantKYMECHOW COMMUNICATIONS Hong Kong, HONG KONG SAR
Idea Creation KYMECHOW COMMUNICATIONS Hong Kong, HONG KONG SAR
Production OGLE PRODUCTION Hong Kong, HONG KONG SAR

Credits

Name Company Position
Chris Kyme Kymechow Creative Director
Martin Chau Ogle Productions Director
Jayden Wong Kymechow Copywriter
Cedric Cheung Kymechow Senior Art Director
Shuwa Tong Kymechow Designer

Write a short summary of what happens in the film

The film is part of a campaign called 'Tribute to the survivors', launching a new protection product for cancer survivors from Prudential. In the film, a woman returns home having been to the doctor for her medical test results. She confirms to her boyfriend that she has breast cancer, and after a row, she declares that she wants to break off with him as she does not want him to be burdened with her illness. He won't accept this. After a nap, she awakens to find that he has prepared dinner for her. He then proposes to marry her, swearing his love. We end with her summary, then introduce the brand message.

Cultural/Context information for the jury

The story is based on the true life experience of the actress in the film, Mandy Lam, who agreed to act out a scene that actually happened to her . When she discovered that she had breast cancer, she tried to break off her relationship with her boyfriend. He would not accept this, and instead, proposed to her, devoting himself from then on to cook for her continually through her treatment. No other actress was more relevant for this part, than the person who's real life experience it is based on. It was incredibly brave for Mandy Lam to agree to act the story of an ordeal she actually went through and which was well publicised. They eventually married, and she went on to win awards as an actress.

Tell the jury about the casting process.

Originally we had written a fictitious story about cancer survival which could have been played by any good actress. But we knew that Mandy Lam had appeared in previous Prudential campaigns, albeit in a testimonial capacity. When we considered her own real life story, we had the idea to write a new script based on her own real life experience, then approached her to see if she would agree to play the part. It was a very emotional meeting, and we were prepared for her to say no, considering what she had been through. Incredibly, she agreed. If she had not, we would have reverted back to a different story.

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