Operation Smile Film Girl In The Mask by Cheil Beijing

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Girl In The Mask

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Industry Public awareness
Media Film
Market China
Agency Cheil Beijing
Chief Creative Officer Wain Choi
Executive Creative Director Jacky Lung
Art Director Hongting Wang
Released December 2016



Credits & Description

Client: Operation Smile
Agency: Cheil Worldwide Beijing, China
Entrant: Cheil Worldwide Beijing, China
Idea Creation: Cheil Worldwide Beijing, China
Production: Quad Productions Paris, France
Production 2: P.I.G. China Shanghai, China
Executive Creative Director: Jacky Lung (Cheil China)
Art Director: Hongting Wang (Cheil China)
Producer: Meng Chien Lee (Cheil China)
Chief Creative Officer: Wain Choi (Cheil Worldwide)
Director: Henry Mason (Quad)
Producer: Martin Coulais (Quad)
Excutive Producer: Nick Dodet (P.I.G China)
Producer: Pauline Sun (P.I.G China)
Producer: Billy Becket (Fin Design)
Vfx Supervisor: Segundo (Fin Design)
Producer: Thomas Faucheur (Green United Music Asia)
Composer: Stéphane Prin (Green United Music Asia)
Mixer: Fabien Laugard (Green United Music Asia)
Editor: Tolis Michailidis (Shp)
Brief Explanation
Smog becomes a common weather in China. Low pressure in the region limits pollutants dispersion, and produces hazardous air condition. People should avoid unnecessary outdoor activities. However, a little girl loves going out on smoggy days. After breakfast, she puts her mask on and runs outside. Different with people who complain the smoggy day or hide indoor, this little girl with mask enjoys being outdoor very much. She runs like a deer and embraces the city. She says “hi“ to people whom passerby. Her smiling face becomes a sharp contrast to people whose eyes with depression and sadness. After she has a great day out, she comes back home and takes off her mask. The camera zooms to her front face and reveals her cleft condition. Her inner voice: “With my mask, I look like everyone else.” In every 20 minutes, a child is born with cleft condition in China.
In recent years, the smog weather condition has become very common in China. People would avoid outdoor activities during this weather or cover their faces with masks when they need to go out. Every 20 minutes, a child was born with cleft condition in China. Most of them live in poverty areas where they cannot receive proper treatment in time. The cleft condition prevents the development of speech and language skills. Operation smile wants to let more people know and care about these little angles that are kissed by god, and help them to get more resources and society supports so they could get free medical treatment and smile again.