Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Local regulation forbids the promotion of pharmaceutical drugs for the treatment of mental disorders in any form of advertisements. Campaign materials using brand colors of the client’s product, PRISTIQ®, cannot mention terms specifying the disease, including depression and mental disorder, as it would be a violation of the regulation.

Describe the target audience and why your work is relevant to them.

This campaign targets undiagnosed depression patients. In Hong Kong, fewer than 20% of people with mental health problems that require professional support have received relevant treatment. By educating people that depression can be closer than they think, we hope to inspire potential patients to take action on their mental health.

Translation: Provide a full English translation of any text.

As the voiceovers of the video ads are in Cantonese, the below are translations of the original scripts: Video 1 (Purple) Can't fall asleep even though when you feel tired as you get into bed? Insomnia, including trouble falling asleep and trouble falling back asleep after waking at night, may be signs of mood disorders. Do the PHQ-9 Questionnaire today to learn more about the state of your mental health. Video 2 (Yellow) Have you ever felt unhappy even when watching a comedy? There is no right or wrong time to feel stressed. Whether it's the pandemic, looking for a job or rushing a deadline, any lifestyle scenario can create stress. Do the PHQ-9 Questionnaire today to learn more about the state of your mental health. Video 3 (Blue) Have you ever experienced inexplicable headaches or tummy aches? Inexplicable physical symptoms, such as bodily pain, fatigue or trouble concentrating, could be caused by mood disorders. Do the PHQ-9 Questionnaire today to learn more about the state of your mental health. Video 4 (Green) Have you ever felt frustrated because of ongoing battles with chronic diseases? Whether it's facing unexpected medical news or a long-term struggle with chronic issues, it is easy to get stressed over health concerns. Do the PHQ-9 Questionnaire today to learn more about the state of your mental health.

Tell the jury about the art direction.

Citywide surveys tell us that Hong Kongers underestimate subtle mental health symptoms. This was echoed by our scan of online platforms and forums, which revealed that users usually depict or perceive depression at its most extreme state. In the 'Depression Can Be Everywhere' campaign, we had a fresh take on the common trope of representing depression as monsters. We developed a set of colourful monsters to represent the different aspects of depression in our video ads, but we kept the design simple and bright, with a child-like simplicity. Our bright monochromatic sets were also pared down to represent a simplified world. In this world, the hero may be annoyed by the monsters for now, but he can easily defeat them and take back his autonomy. The animation portion of the videos were created as 24-frame cell animations. This helped to give our monsters a greater range of expressions and motion.