THE UNBROKEN

TitleTHE UNBROKEN
BrandMANULIFE
Product / ServiceCRITICAL SELECTCARE, READY COMPLETECARE, LIFEREADYPLUS WITH EARLY CC RIDE
CategoryB06. Consumer Services / Business to Business
EntrantDDB SINGAPORE, SINGAPORE
Idea Creation DDB SINGAPORE, SINGAPORE
Production FREEFLOW PRODUCTIONS Singapore, SINGAPORE
Production 2 YELLOW BOX STUDIOS Singapore, SINGAPORE
Post Production FREEFLOW PRODUCTIONS Singapore, SINGAPORE
Post Production 2 YELLOW BOX STUDIOS Singapore, SINGAPORE

Credits

Name Company Position
Jeff Cheong DDB Group Singapore Dep Chief Executive Officer
Benson Toh Tribal Worldwide Singapore Executive Creative Director
Thomas Yang DDB Group Singapore Executive Creative Director
Boston Ho Tribal Worldwide Singapore Senior Copywriter
Eugene Yow Tribal Worldwide Singapore Senior Art Director
Sandra Ong DDB Group Singapore Agency Producer
Roslee Yusof Freeflow Productions Director
Susie Chee Yellow Box Studios Sound Producer
Wang Lei - Freelance Singer
Jill Soong Freeflow Productions Producer
Kit Yee Chow Freeflow Productions Producer
Shereen Ibrahim Freeflow Productions Producer

Write a short summary of what happens in the film

‘Unbroken’ touches on family relationships and life’s uncertainties. Centred around a family of five, with Richard, the father and breadwinner, as the main protagonist. The film introduces Richard’s father through a flashback. We learn that his father was an unyielding provider, who would do whatever it takes to ensure his family wellbeing, a trait we see personified by Richard. But when the unexpected strikes Richard in the form of a stroke, he struggles with the role. As he stubbornly helps with tomb sweeping of his father’s grave, he recalls happy moments with his father, of them singing his father’s favourite song. He hums the tune, a source of strength, as he struggles. His will to fight against Critical Illness remain unbroken. The film carries the message of how Critical Illness can strike anytime and that insurance coverage is vital so your family won’t be burdened by the constraints it brings.

Cultural / Context information for the jury

The story revolves around two relatable Asian tropes – filial piety and family struggles. In our culture, the duty of providing and caring for your family is something passed on from generation to generation. For our target audience, nothing could break their will to fight for family. Tomb Sweeping Day is a traditional Chinese festival observed in Singapore. Chinese families visit the tombs of their ancestors to clean the gravesites, pray to their ancestors and make ritual offerings. It recognises the traditional reverence of one's ancestors in Chinese culture. The classic Hokkien ballad ‘爱拼才会赢’(Ai Pia Cia E Ya’) was the soundtrack because it’s instantly recognisable by our target audience as a song which embodies the Unbroken spirit to fight against adversity. It is often sung in karaoke bars, army and more. We even got a local singing legend to sing it for this film.

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