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SUB CATEGORY :
BEST USE OF NON-FICTION FILM
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COMPANY ENTERING :
CHEIL WORLDWIDE, HONG KONG
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TITLE :
BEST ACTRESS HIJACK
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BRAND :
RAINLILY
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ADVERTISER :
RAINLILY
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AGENCY :
CHEIL WORLDWIDE, HONG KONG
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EXECUTIVE CREATIVE DIRECTOR :
PAUL CHAN
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CREATIVE DIRECTOR :
WILSON ANG
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ASSOCIATE CREATIVE DIRECTOR :
MAX FUNG
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COPYWRITER :
PAUL CHAN/WILSON ANG
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ART DIRECTOR :
MAX FUNG/EDMOND LEUNG/SAM CHOW
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ACCOUNT SERVICING :
DENISE CHAN
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FILM PRODUCTION COMPANY :
EYE CANDY, HONG KONG
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DIRECTOR :
ALECK WOO
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CAMPAIGN SUMMARY :
CHALLENGE 1 IN 7 WOMEN IS A VICTIM OF SEXUAL VIOLENCE. BUT DUE TO FEAR OR SHAME IN HONG KONG, 90% OF US STAY SILENT—ACTING LIKE NOTHING HAS HAPPENED. RAINLILY, THE ASSOCIATION AGAINST SEXUAL VIOLENCE IN HONG KONG, WANTED TO BREAK THE SILENCE AND BRING THIS ISSUE TO CENTRE STAGE. INSIGHT: WHEN IT COMES TO SEXUAL VIOLENCE, NO-ONE SHOULD ACT LIKE NOTHING HAS HAPPENED. IDEA:
IT’S TIME TO STOP ACTING. STRATEGY TO BRING THE ISSUE OF SEXUAL VIOLENCE TO CENTRE STAGE, OUR STRATEGY WAS TO HIJACK
THE BIGGEST EVENT IN HONG KONG ENTERTAINMENT—THE HONG KONG FILM AWARDS—AND USE THE LIVE EVENT ITSELF AS OUR PLATFORM TO REACH OUT TO MILLIONS. THIS HAD NEVER BEEN DONE BEFORE. EXECUTION IN APRIL 2018, WE HIJACKED THE BIGGEST EVENT IN HONG KONG ENTERTAINMENT: THE HONG KONG FILM AWARDS. ON THE NIGHT OF
THE EVENT, OUR AD APPEARED RIGHT BEFORE THE PRESENTATION OF
THE ‘BEST ACTRESS’ AWARD—HIJACKING THE SHOW, QUITE LITERALLY, WITH OUR CAMPAIGN MESSAGE: IT’S TIME TO STOP ACTING. ADDITIONAL CULTURAL CONTEXT: HONG KONG IS A CONSERVATIVE CITY. SEX IS STILL
A TABOO IN HONG KONG SOCIETY. THE LOCAL COMMUNITY HAS YET TO MANIFEST A PROPER CONCERN FOR THE ISSUES OF SEXUAL HARASSMENT AND SEXUAL VIOLENCE. AND YET: 1 IN 7 WOMEN IS A VICTIM OF SEXUAL VIOLENCE. IT’S ALSO ONE OF THE FEW DEVELOPED CITIES IN THE WORLD WHERE THE #METOO AND #TIMESUP MOVEMENTS FAILED TO GAIN TRACTION—OR EVEN SPARK A CONVERSATION. PART OF THIS IS DOWN TO TRADITIONAL EXPECTATIONS OF CHINESE WOMEN TO BE RESERVED, RESPECTFUL AND OBEDIENT. WHAT’S MORE, HONG KONG’S LAW ON NON-CONSENSUAL SEXUAL OFFENCES IS WOEFULLY OUT OF DATE—AND DOES LITTLE TO RECOGNISE AND PROTECT VICTIMS. IT’S NO WONDER 90% OF US STAY SILENT—ACTING LIKE NOTHING HAS HAPPENED.
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THE BRIEF :
CHALLENGE 1 IN 7 WOMEN IS A VICTIM OF SEXUAL VIOLENCE. BUT DUE TO FEAR OR SHAME IN HONG KONG, 90% OF US STAY SILENT—ACTING LIKE NOTHING HAS HAPPENED. RAINLILY, THE ASSOCIATION AGAINST SEXUAL VIOLENCE IN HONG KONG, WANTED TO BREAK THE SILENCE AND BRING THIS ISSUE TO CENTRE STAGE. INSIGHT: WHEN IT COMES TO SEXUAL VIOLENCE, NO-ONE SHOULD ACT LIKE NOTHING HAS HAPPENED.
IDEA: IT’S TIME TO STOP ACTING.
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THE STRATEGY :
TO BRING THE ISSUE OF SEXUAL VIOLENCE TO CENTRE STAGE,
OUR STRATEGY WAS TO HIJACK THE BIGGEST EVENT IN HONG KONG ENTERTAINMENT—THE HONG KONG FILM AWARDS—AND USE THE LIVE EVENT ITSELF AS OUR PLATFORM TO REACH OUT TO MILLIONS. THIS HAD NEVER BEEN DONE BEFORE.
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THE EXECUTION :
IN APRIL 2018, WE HIJACKED THE BIGGEST EVENT IN HONG KONG ENTERTAINMENT: THE HONG KONG FILM AWARDS. ON THE NIGHT OF
THE EVENT, OUR AD APPEARED RIGHT BEFORE THE PRESENTATION OF
THE ‘BEST ACTRESS’ AWARD—HIJACKING THE SHOW, QUITE LITERALLY, WITH OUR CAMPAIGN MESSAGE: WHEN IT COMES TO SEXUAL VIOLENCE,
IT’S TIME TO STOP ACTING.
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THE RESULT :
THE HIJACK SPARKED A NATIONWIDE CONVERSATION. THE CAMPAIGN RECEIVED OVER HK$3M IN PR VALUE. CALLS TO THE SUPPORT HELPLINE INCREASED BY 15%. HONG KONG’S LAW REFORM COMMISSION (THE ‘LRC’) IS FINALLY REVIEWING THE LAW ON NON-CONSENSUAL SEXUAL OFFENCES. ALL RESULTING IN THE MOST EFFECTIVE CAMPAIGN IN RAINLILY’S HISTORY—AND A MAJOR STEP IN BREAKING THE SILENCE ON SEXUAL VIOLENCE.
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