SUB CATEGORY :

OTHER FILM

COMPANY ENTERING :

CHEIL WORLDWIDE, HONG KONG

TITLE :

BEST ACTRESS HIJACK

BRAND :

RAINLILY

ADVERTISER :

RAINLILY

AGENCY :

CHEIL WORLDWIDE, HONG KONG

EXECUTIVE CREATIVE DIRECTOR :

PAUL CHAN

CREATIVE DIRECTOR :

WILSON ANG

ASSOCIATE CREATIVE DIRECTOR :

MAX FUNG

COPYWRITER :

PAUL CHAN/WILSON ANG

ART DIRECTOR :

MAX FUNG/EDMOND LEUNG/SAM CHOW

ACCOUNT SERVICING :

DENISE CHAN

FILM PRODUCTION COMPANY :

EYE CANDY, HONG KONG

DIRECTOR :

ALECK WOO

ENGLISH SYNOPSIS :

BACKGROUND 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, 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. EXECUTION IN APRIL 2018, WE HIJACKED THE BIGGEST EVENT IN HONG KONG ENTERTAINMENT—THE HONG KONG FILM AWARDS—AND USED THE LIVE EVENT ITSELF AS OUR PLATFORM TO REACH OUT TO MILLIONS. ON THE NIGHT OF THE EVENT, OUR AD APPEARED RIGHT BEFORE THE PRESENTATION OF THE ‘BEST ACTRESS’ AWARD—HIJACKING AND STEALING THE SHOW, QUITE LITERALLY, WITH OUR CAMPAIGN MESSAGE: WHEN IT COMES TO SEXUAL VIOLENCE, IT’S TIME TO STOP ACTING.

ENGLISH CONTEXT EXPLANATION :

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 WHAT’S MORE, HONG KONG’S LAW ON NON-CONSENSUAL SEXUAL OFFENCES IS WOEFULLY OUT OF DATE—AND DOES LITTLE TO RECOGNISE AND PROTECT VICTIMS.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.