Ministry Of Community Development: FATHER & SON by Leo Burnett Singapore for Ministry Of Community Development

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Ministry Of Community Development: FATHER & SON

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Industry Public awareness
Media Film
Market Singapore
Agency Leo Burnett Singapore
Director David Tsui
Copywriter Chris Chiu
Producer Ronnie Lee
Account Supervisor Kurt Viertel
Editor Adrian Loh Of Shutterbug, Vhq Post Singapore, Eric Lo Of Touches Hong Kong, Khor Swee Aik
Released June 2011

Awards

Cannes Lions 2011
Film Lions Public Awareness Messages Bronze

Credits & Description

Type of Entry: Product & Service
Category: Public Awareness Messages
Title: FATHER & SON
Advertiser/Client: MINISTRY OF COMMUNITY DEVELOPMENT/NATIONAL FAMILY COUNCIL
Product/Service: FILIAL PIETY
Entrant Company: LEO BURNETT GROUP SINGAPORE, SINGAPORE
Advertising Agency: LEO BURNETT GROUP SINGAPORE, SINGAPORE
Executive Creative Director: Chris Chiu
Art Director: Chris Chiu
Copywriter: Chris Chiu
Agency Producer: Anthony Lee
Advertiser's Supervisor: Richard Tan
Planner: Saurabh Varma
Account Manager: Claire Chan/Brenda Koh/Lee Min Qi/Tay Yi Ling/Stella Pok
Account Supervisor: Kurt Viertel
Production Company: MOVIOLA Singapore, SINGAPORE
Director: David Tsui
Producer: Ronnie Lee
Editor: Adrian/Touches Hong Kong/Khor Swee Aik/Vhq Post Singapore
Sound Design/Arrangement: Yellow Box Singapore
Post Production: Touches Hong Kong/Vhq Post Singapore
Other Credits: Client: Richard Tan/Mindy Cheong

Brief Explanation:
To promote Filial Piety, a key family value in asian culture.

It is based on the platform that the elder generation will always unconditionally love the generation below but the younger generation finds it hard to love the generation above.