• SUB CATEGORY :
    DIRECTING
  • COMPANY ENTERING :
    THE SWEET SHOP, BANGKOK
  • ENTRY TITLE :
    HOW VERY UN-MCDONALD'S
  • BRAND :
    MCDONALD'S
  • ADVERTISER :
    MCDONALD'S
  • AGENCY :
    DDB, SYDNEY
  • CHIEF CREATIVE OFFICER :
    TOBY TALBOT
  • CREATIVE PARTNER :
    STEVE JACKSON
  • CREATIVE TEAM :
    RICHARD APPS/JEFF GALBRAITH/ANNA PAINE/OWEN BRYSON
  • AGENCY PRODUCER :
    JACQUI GILLIES
  • FILM PRODUCTION COMPANY :
    THE SWEET SHOP, MELBOURNE
  • DIRECTOR :
    NOAH MARSHALL
  • D.O.P/CINEMATOGRAPHER :
    JOHN TOON
  • EXECUTIVE PRODUCER :
    WILF SWEETLAND/EDWARD PONTIFEX
  • FILM PRODUCER :
    TONY WHYMAN
  • POST-PRODUCTION COMPANY :
    FIN DESIGN AND EFFECTS, SYDNEY
  • EDITOR :
    TIM MAUGER/THE BUTCHERY
  • COLORIST :
    BEN EAGLETON/BE COLOUR
  • SOUND PRODUCTION COMPANY :
    NYLON STUDIOS, SYDNEY
  • SOUND DESIGNER :
    SIMON LISTER
  • MUSIC ARRANGER :
    KARL RICHTER/LEVEL TWO MUSIC
  • SUB CATEGORY :
    PUBLIC SERVICES & CAUSE APPEALS
  • COMPANY ENTERING :
    CHEIL CHINA, BEIJING
  • TITLE :
    THE GIRL IN MASK
  • BRAND :
    OPERATION SMILE
  • ADVERTISER :
    OPERATION SMILE
  • AGENCY :
    CHEIL GREATER CHINA, BEIJING
  • CHIEF CREATIVE OFFICER :
    WAIN CHOI
  • EXECUTIVE CREATIVE DIRECTOR :
    JACKY LUNG
  • COPYWRITER :
    CONG LUO/JACKY LUNG
  • ART DIRECTOR :
    HONGTING WANG/JACKY LUNG
  • AGENCY PRODUCER :
    MENG CHIEN LEE
  • FILM PRODUCTION COMPANY :
    QUAD, CLICHY/P.I.G CHINA, SHANGHAI
  • DIRECTOR :
    HENRY MASON
  • EXECUTIVE PRODUCER :
    MARTIN COULAIS/NICK DODET
  • FILM PRODUCER :
    PAULINE SUN
  • POST-PRODUCTION COMPANY :
    P.I.G CHINA, SHANGHAI
  • POST PRODUCER :
    KANG YATING
  • SPECIAL EFFECTS COMPANY :
    FIN DESIGN, SHANGHAI
  • VISUAL EFFECTS :
    SEGUNDO
  • PRODUCER :
    BILLY BECKET
  • SOUND PRODUCTION COMPANY :
    GREEN UNITED MUSIC, SHANGHAI
  • SOUND STUDIO PRODUCER :
    THOMAS FAUCHEUR
  • MUSIC COMPOSER :
    STÉPHANE PRIN
  • MIXER :
    FABIEN LAUGARD
  • ENGLISH SYNOPSIS :
    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.