HOW TO SAVE LIVES WITH HOW TO'S

TitleHOW TO SAVE LIVES WITH HOW TO'S
BrandPRUDENTIAL SINGAPORE
Product / ServiceBREAST CANCER AWARENESS
CategoryB02. Non-profit / Foundation-led Education & Awareness
EntrantVAYNERMEDIA Singapore, SINGAPORE
Idea Creation VAYNERMEDIA Singapore, SINGAPORE
Production VAYNERMEDIA Singapore, SINGAPORE

Credits

Name Company Position
VJ Anand VaynerMedia APAC Executive Creative Director
Lay JY VaynerMedia APAC Creative Director
William Beale VaynerMedia APAC Associate Creative Director
QH Yeo VaynerMedia APAC Account Director
Fiona Lim VaynerMedia APAC Project Manager
Beverly Ng VaynerMedia APAC Art Director
Charissa Kow VaynerMedia APAC Content Specialist
Eng Tat Leu VaynerMedia APAC Content Maker/Editor
Joscelyn Heng VaynerMedia APAC Art Director
Sery Jamali VaynerMedia APAC Content Creator

Write a short summary of what happens in the film

It appears to be a ‘How To’ Pottery tutorial film where you learn how to mould and make ceramic plates, but then you realise it’s much more than that - it’s a tutorial on how you can save lives by checking for breast cancer with three simple moves. Since more than 80% of early stage breast cancer patients recover, knowing how to check for breast cancer on a regular basis is just as important as learning a traditional art form. The hands of the pottery master teach you the three movements on the circular clay, and we see the moves interpreted as glazed ceramic plates. By learning and sharing these simple motions, this is how we can save lives.

Tell the jury anything relevant about the direction. Do not name the director.

Inspired by increasingly popular hobbies such as pottery and DJing during COVID-19's stay-home era; and the importance of regularly self-checking for breast cancer (the most commonly occurring cancer among Singaporean women), we wanted to artistically and sensitively portray the movements you can learn that can save a life. By visually connecting the dots between a circular ceramic plate and a breast. This way, we were able to communicate an important message widely across Facebook and Instagram videos (known for their censorship), while still grabbing attention in the first 5 seconds with a popular hobby and passion.

Links

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