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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

MOTHER

Grand Prix
ClientCHANGYOU ONLINE GAME DEVELOPER
CategoryA09. Travel, Transport & Tourism, Entertainment & Leisure
TitleMOTHER
Product/ServiceCHANGYOU ONLINE GAME DEVELOPER
Entrant Company SAATCHI & SAATCHI HONG KONG, HONG KONG
Advertising Agency SAATCHI & SAATCHI HONG KONG, HONG KONG
Advertising Agency 2 DEL CAMPO SAATCHI & SAATCHI MADRID, SPAIN
Media Agency ZENITH MEDIA Shanghai, CHINA
Production Company PRIMO Buenos Aires, ARGENTINA
Credits
Name Company Position
Maxi Itzkoff Saatchi & Saatchi Europe Chief Creative Officer
Mariano Serkin Saatchi & Saatchi Europe Chief Creative Officer
Carol Lam Saatchi & Saatchi South China Chief Creative Officer
Fan Ng Saatchi & Saatchi North China Chief Creative Officer
Ariel Serkin Del Campo Saatchi & Saatchi Executive Creative Director
Juampi Lufrano Del Campo Saatchi & Saatchi Executive Creative Director
Felipe Calvino Del Campo Saatchi & Saatchi Agency Producer
Ran Yin Saatchi & Saatchi Shanghai Head Of TV
Irene Shum Saatchi & Saatchi Shanghai Managing Director
Rebecca Liu Saatchi & Saatchi Greater China Director of Communications
Nico Perez Veiga Primo Bueno Aires Film Director
Momo Hou Saatchi & Saatchi Shanghai Creative Director
Guojing Yang Saatchi & Saatchi Shanghai Creative Director

Brief Explanation

Does online gaming cause antisocial behaviour? Or do others cause the gamer to seek escape from real life by playing games? The campaign uses ironic humor to examine human relationships In this film titled ‘Mother’, it features a mother of a young boy infatuated with the gaming universe, who wonders why her son is unable to get a girlfriend. The narrator questions if that is because the mother is not willing to let go of her son. The film includes subtle insertions of the three new games launched by Changyou.