You also have the right to withdraw your consent to the processing at any time, without prejudice to processing operations validly carried out before the implementation of this right. In accordance with the provisions of the amended Data Protection Act of 6 January 1978 and the General Data Protection Regulations ("GDPR"), you have the right to access, rectify and erase your personal data as well as the right of data portability and the right to object to the processing or limitation thereof. You authorize their use and storage by the Data Controller and its subsidiaries in order to process your request. The data provided in this form are collected and processed by Havas, Data Controller. Group Account Director: Karen Grace MarquezĪrt Direction: Lala Limpo, Pagnarith Sao, and Aurelien Soula Script by: Ian Brown, Dalischa de Kok, and Chum Sothea Group Executive Creative Director: Ian Brown Head, Brand and Communications: Bophany UnĪssistant Manager, Brand and Communications: Yuvattey Ngeth Make sure that you look after the future of your loved ones.Ĭlient: Prudential (Cambodia) Life Assurance What do you want people to take away after watching this film? Considering Cambodia has a population of 15 million people, that is a pretty good result for what is historically a low-interest category. “Timeless Love,” after just two weeks on Facebook, had been viewed more than 750,000 times with 3,000 shares. But by adding a powerful layer of emotion and using a story that our target customers can identify with, we thought it would be touching and relatable. The category of life insurance can be uninspiring, with the purchase of a policy viewed as just something practical and sensible. How does this emotional approach appeal to viewers? “IN THIS PART OF THE WORLD, STORYTELLING IS THE WAY TRADITION AND LEARNING IS PASSED DOWN THROUGH THE GENERATIONS.” Because of this, we have a film with important cultural nuances made by a director who extracted the very best from the 100% Khmer cast. But with careful reassurance, we were able to work with Sothea. Not having a hotshot, international director behind the camera made the client nervous at first. He had shot a few self-financed, short films but had yet to get a break by working on an international brand like Prudential. An eight-minute film gave us the chance to build the characters in depth, weave a complex plot, create a backstory, plus have a more natural delivery of Prudential’s key message: Life insurance is love insurance.Ī key decision in the creation of this film was selecting a young, ambitious Khmer director: Chum Sothea. ![]() In fact, 80% of all Khmer folktales end in tragedy. There is also a peculiar quirk in Cambodia when it comes to storylines: they’re expected to have a tragic outcome. ![]() In this part of the world, storytelling is the way tradition and learning is passed down through the generations. Why tell such an involved narrative, rather than a shorter, 60-second spot? The approach to this story was more cinematic. ![]() We turned to our Khmer staff and asked if they had any stories of enduring love and personal sacrifice. After presenting several rounds of fictional scenarios, there was a small but important change of direction-base the concept on reality for greater impact. It was a story based on her brother’s life. Our Head of Media, Bopha Un, told it to us. Ian Brown, Executive Creative Director of Havas Champagne in Phnom Penh, talks about how he and his team managed to tap into emotion with this new film for insurance company Prudential Cambodia.
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