• SUB CATEGORY :
    FILM LOTUS
  • COMPANY ENTERING :
    STAR REACHER ADVERTISING SDN BHD, KUALA LUMPUR
  • ENTRY TITLE :
    RUBBER BOY
  • BRAND :
    PETRONAS
  • ADVERTISER :
    PETROLIAM NASIONAL BERHAD
  • AGENCY :
    LEO BURNETT MALAYSIA, KUALA LUMPUR
  • CREATIVE DIRECTOR :
    JAMES YAP
  • COPYWRITER :
    JAZ LEE
  • ART DIRECTOR :
    KELVIN LOW
  • ACCOUNT DIRECTOR :
    ESWARA VAN SHARMA
  • ACCOUNT MANAGER :
    AMELIA PENG
  • ACCOUNT EXECUTIVE :
    KRISTEN LI YEN DE SILVA
  • FILM PRODUCTION COMPANY :
    RESERVOIR WORLD SDN BHD, KUALA LUMPUR
  • DIRECTOR :
    ISMAIL KAMARUL
  • EXECUTIVE PRODUCER :
    ADRIAN LAI
  • SUPPORT PRODUCER :
    SABRINA WONG
  • POST-PRODUCTION COMPANY :
    ASIA PACIFIC VIDEOLAB, KUALA LUMPUR
  • SOUND PRODUCTION COMPANY :
    SONIC SOUL, KUALA LUMPUR
  • CULTURAL CONTEXT EXPLANATION :
    THE MALAYSIAN RINGGIT PLUNGE. RETRENCHMENTS. HIGH COST OF LIVING. AMIDST A DECLINING ECONOMY, NO ONE WAS IN THE MOOD TO CELEBRATE CHINESE NEW YEAR – WHERE THE CHINESE TRADITIONALLY BUY NEW THINGS AS A SYMBOL OF PROSPERITY. BUT SOMETIMES, WE ARE SO CAUGHT UP IN THE CELEBRATION OF MATERIAL THINGS, WE FORGET OUR MOST IMPORTANT POSSESSION: FAMILY. AT A TIME WHEN THE ECONOMY WAS BAD AND NO ONE FELT LIKE CELEBRATING, WE WANTED PEOPLE TO RETHINK WHAT IT MEANS TO HAVE A BLESSED YEAR AHEAD. TO COUNT THE BLESSINGS THEY HAVE RATHER THAN THE FORTUNES THEY DON’T. SO WE CAME UP WITH A FILM, “RUBBER BOY”, ABOUT A SON WHO NEVER REALISED HOW HARD HIS MOTHER WORKS UNTIL HE WALKS A MILE IN HER SHOES.