Title | KINSHIP: A SHORT FILM |
Brand | PUB, SINGAPORE'S NATIONAL WATER AGENCY |
Product / Service | HARI RAYA FILM |
Category | C02. Branded Content & Entertainment Film |
Entrant | PUB SINGAPORE'S NATIONAL WATER AGENCY, SINGAPORE |
Idea Creation | DDB SINGAPORE, SINGAPORE |
Production | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Benson Toh | DDB Group / Tribal Worldwide Singapore | Creative Director |
Jeff Cheong | DDB Group / Tribal Worldwide Singapore | Head of Tribal / President Asia |
Tytan Chang | DDB Group / Tribal Worldwide Singapore | Creative Group Head |
BengWee Ong | DDB Group / Tribal Worldwide Singapore | Art Director |
Victoria Heng | DDB Group / Tribal Worldwide Singapore | Copywriter |
Jerry Tan | DDB Group / Tribal Worldwide Singapore | Art Director |
Suat Ling Khoo | DDB Group / Tribal Worldwide Singapore | Account Director |
Vion Seng | DDB Group / Tribal Worldwide Singapore | Account Manager |
Edwina Lim | DDB Group / Tribal Worldwide Singapore | Account Executive |
Joanne Lee | DDB Group / Tribal Worldwide Singapore | Agency Producer |
Eugenia Clara | DDB Group / Tribal Worldwide Singapore | Art Director |
Saihan Asmo | DDB Group / Tribal Worldwide Singapore | Copywriter |
Michelle Tan | DDB Group / Tribal Worldwide Singapore | Traffic Director |
There is a meaningful proverb commonly used in the Malay community: ‘Air dicincang tidak akan putus’. It loosely translates to ‘water doesn’t break apart when you chop it’, and relates to the importance of family and the bonds we share. Inspired by the proverb, ‘Kinship’ follows two brothers who, despite being separated unwillingly at a young age, remain connected through the enduring bonds of brotherhood. The film also contains Easter Eggs, including water conservation messages from Singapore’s National Water Agency PUB, cameo appearances of its brand mascot Water Wally, and a secret handshake that spells ‘A-I-R’ (which means water in Malay) in Singapore Sign Language.
Forgiveness: Hari Raya Puasa is an important festival that marks the end of the Islamic holy month. The spirit of forgiveness plays a central part in the celebrations, where it is customary for a younger one to seek forgiveness in a greeting ritual, by raising an elder’s hand and holding it to their forehead. But beyond the physical gesture, the spiritual notion of forgiveness is very powerful among Muslims – this is expressed in the ending of the film. Water: For the Malay-Muslim community, water is synonymous with family ties. This is captured in the Malay proverb ‘Air dicincang tidak akan putus’, which associates family bonds with the unbreakable nature of water. The idea that kinship is as precious as water comes through in the film as the brothers remain connected through the memories of their time together, which our old protagonist holds dear.