SUB CATEGORY :

BEST USE OF EVENTS

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

MEDIA AGENCY :

CHEIL WORLDWIDE, HONG KONG

FILM PRODUCTION COMPANY :

EYE CANDY, HONG KONG

DIRECTOR :

ALECK WOO

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.

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.

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: IT’S TIME TO STOP ACTING.

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.