|Title||WHERE JOY LIVES|
|Product / Service||VICKS|
|Category||B03. Sound Design|
|Entrant||PUBLICIS SINGAPORE, SINGAPORE|
|Idea Creation||PUBLICIS SINGAPORE, SINGAPORE|
|Production||EGG FILMS Johannesburg, SOUTH AFRICA|
|Post Production||POST MODERN Johannesburg, SOUTH AFRICA|
|Post Production 2||TIGERFIGHT Johannesburg, SOUTH AFRICA|
|Ajay Vikram||Publicis Singapore||Chief Creative Officer|
|Donna Dimayuga||Publicis Singapore||Creative Director|
|Paulo Villones||Publicis Singapore||Associate Creative Director|
|Natalie VanderVorst||Publicis Singapore||Vice President, Global Clients|
|Prachi Partagalkar||Publicis Singapore||Business Director|
|Jess Geli||Publicis Singapore||Account Director|
|Sophie Ow||Publicis Singapore||Account Manager|
|Debra Wong||Prodigious Singapore||Agency Producer|
|Jeigh Santarina||Prodigious Singapore||Agency Producer|
|Nigel Tan||Publicis Singapore||Project Director|
|Lesli Sng||Publicis Singapore||Project Manager|
Not every child is born into a family that offers unconditional support and love. But with a #TouchOfCare, they can rise above their circumstances to reach their full potential. This is the true story of how extraordinary care transformed Lizo Tom’s life. Lizo had lost his son Luvuyo, but his bereavement spurred him on to care for others, inspired by the woman who loved him like her own. Lizo was abandoned at a hospital doorstep by his mother right after he was born. After spending three years at the hospital, he was sent to an orphanage where he met Mama Abisana, a woman who cared for him deeply despite not being related by blood. The support he received from her inspired him to build the Luvuyo Center for Children, named in memory of his late son, and to give care back to the community as Mama Abisana cared for him.
This story epitomizes a core cultural value in South Africa called “ubuntu”. Ubuntu is defined as humanity towards others, translated as “I am because we are.” It recognizes that we achieve ourselves by caring for those around us, creating a circularity of care and compassion that helps rebuild communities. This cultural value is embedded in every South African’s heart and soul, and this film shows how it enables people to go beyond biological ties and transform other people’s lives for the better.
The narrative tone of the film moves from one of tragedy, to one of hope and strength. Music plays an integral role in this piece to mirror and amplify the emotions as the story shifts in tone, while maintaining a consistent musical language and texture. Use of strings and droning bass shifts from a sorrowful tone into hopeful catharsis. Use of piano adds depth, emotion, and familiarity with the audience. Keeping authenticity in mind, we used a real South African choir to punctuate the sound with rich vocals and elevate the emotional journey of the audience. The voiceover is in the native language of Zulu and is told in the style of “spoken word” or oral poetic performance, which we essentially treated as song lyrics with cadence and rhythm, to complement the sound and musical elements used in the film.