CCTV Film, Digital TAKEAWAY by Saatchi & Saatchi Shanghai

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TAKEAWAY

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Industry Public awareness
Media Film, Digital, Interactive & Mobile
Market China
Agency Saatchi & Saatchi Shanghai
Director Alfred Hau - Off-Lo-Hi
Art Director Fan Ng, Guojin Yang
Copywriter Benjamin Gao
Producer Ricko Chow
Account Supervisor Twelve Tang, Rebecca Liu, Ada Liu
Editor Nathan Sham
Released April 2013

Awards

Cannes Lions 2013
Film Lions Product & Service; Public Awareness Messages Bronze

Credits & Description

Type of entry: Product & Service
Category: Public Awareness Messages
Advertiser: CCTV
Product/Service: TV/BROADCASTING STATION
Agency: SAATCHI & SAATCHI Shanghai, CHINA
Executive Creative Director: Fan Ng
Creative Director: Guojin Yang
Copywriter: Guojin Yang/Benjamin Gao
Art Director: Fan Ng/Guojin Yang
Agency Producer: Ran Yin
Account Supervisor: Twelve Tang/Rebecca Liu/Ada Liu
Producer: Ricko Chow
Director: Alfred Hau
Editor: Nathan Sham (Ping Pong Ltd.)
Music: Play Music
Production Designer: Eric Tong
Director Of Photography: Siu Dee
Other Credits: Head Of Pr: Rebecca Liu
Brief Explanation
With the One-Child Policy in effect for 25 years now, up to 70% of China's population of over-60s are living as 'empty-nesters'. This number will rise to 90% by 2030. Urging each family's Only Child to spend time with their aging parents has become more important than ever, especially during the holidays. With this in mind, we chose 'xiao', or filial piety, as our theme for our Chinese New Year campaign.
'Takeaway', based on a true story of one of these older 'empty-nesters', tackles widely-held cultural beliefs surrounding dementia. Dementia is considered embarrassing, and sufferers are often kept hidden behind closed doors to avoid 'loss of face' for the family- even the Chinese word for dementia is derogatory and dismissive of this tragic condition.
It is told from the perspective of the son of an older man with dementia, who struggles to remember the most basic things. Just at the pinnacle of the son's frustration, when the son wonders if his father has forgotten even his manners, he is reminded of the transcendence of love despite the fading of memory.