ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Prince Charming
Agency Ogilvy & Mather Singapore / Singapore + Song Zu / Singapore + Hogarth Worldwide / Singapore + Atypical Films / Singapore
Category
Cinema Advertising
Annual ID
OSA21_FI007M
Description
Brief:
In Singapore, online dating comes with a dark side - online love scams. Though women know these scams exist, most believe they could never be a victim to such love scams.
NCPC wanted to create awareness that no one is immune to online love scams and at the same time also empower the audience to recognise the early signs of a scam.
Creative solution:
We chose to mask our film as a love story and not just a scam story. Taking inspiration from real stories, we wanted our viewers to see how a scam unfolds from the eyes of the victim. But at the same time we also wanted to scam our viewers. By scamming them we wanted to make everyone aware that anyone can be a victim, even those who believe they would not fall for an online love scam.
Entry description:
A captivating story of an online love affair between Ella and Brandon
Successful at running a bridal studio, but unsuccessful in love, Ella signs onto an online dating site where she meets Brandon, a traveling businessman. Soon begins their roller coaster dating life. Will they meet? Will they fall in love? A story that is not only un-skippable for our target audience, the 40 somethings who yearn for love and yet never seem to find the one. But also an idea that makes you want to go back and watch it again and again just to ensure that we really did do what we reveal at the end of the film.
Approach:
Other than telling an engaging and emotional love story, not allowing the audience to notice that Brandon is nothing more than a photograph was a highly important "detail".
Art direction, set lighting, photography, precision cardboard cut-outs, creative camera angles and background noise all needed to come together to add life to a static character.
In Singapore, online dating comes with a dark side - online love scams. Though women know these scams exist, most believe they could never be a victim to such love scams.
NCPC wanted to create awareness that no one is immune to online love scams and at the same time also empower the audience to recognise the early signs of a scam.
Creative solution:
We chose to mask our film as a love story and not just a scam story. Taking inspiration from real stories, we wanted our viewers to see how a scam unfolds from the eyes of the victim. But at the same time we also wanted to scam our viewers. By scamming them we wanted to make everyone aware that anyone can be a victim, even those who believe they would not fall for an online love scam.
Entry description:
A captivating story of an online love affair between Ella and Brandon
Successful at running a bridal studio, but unsuccessful in love, Ella signs onto an online dating site where she meets Brandon, a traveling businessman. Soon begins their roller coaster dating life. Will they meet? Will they fall in love? A story that is not only un-skippable for our target audience, the 40 somethings who yearn for love and yet never seem to find the one. But also an idea that makes you want to go back and watch it again and again just to ensure that we really did do what we reveal at the end of the film.
Approach:
Other than telling an engaging and emotional love story, not allowing the audience to notice that Brandon is nothing more than a photograph was a highly important "detail".
Art direction, set lighting, photography, precision cardboard cut-outs, creative camera angles and background noise all needed to come together to add life to a static character.
2021 Awards
Total Points: 2
Merit Award
Credits
Agency
Ogilvy & Mather Singapore / Singapore
Production Company
Atypical Films / Singapore
Music / Sound Production Company
Song Zu / Singapore
Post Production Company
Hogarth Worldwide / Singapore
Chief Creative Officer
Nicolas Courant
Composer
Adrian Sergovich
Creative Director
Elrid Carvalho
Paul Kemp
Shawnn Lai
Director
Caleb Huang
Director of Photography
Yexiang Sng
Executive Producer
Ann May Chua
Desmond Tan
Zhiyun Yee
Producer
Denise Koh
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