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.