POWER
TO
BE
September 2015
Client: StarHub
Client: StarHub
Women’s Tennis Association (WTA) has some of the strongest and toughest athletes in the world. Despite this, it's still plagued by sexism and objectification such as the Raymond Moore incident.
Should women just accept this?
As an official sponsor for WTA, StarHub didn't think so. Instead, we celebrated the women in sport who have broken the stereotype. Juxtaposing poignant footage of strong women working out with the backdrop of song lyrics “Whatever will be, will be”, we highlight the incredible things that women have accomplished and how they have risen against the odds, creating a future for themselves.
Notes:
As our society progresses more towards gender equality, there are many films and music that have not aged well.
That is how chanced upon Que Sera Sera, an iconic song beckoning its female protagonist to leave things to fate, rather than take control of her destiny. The lyrics are no longer relevant to women who have fought for what they want, and hence we thought it was an apt choice to juxtapose it against our film featuring strong women, to highlight the shift they have braved.
Should women just accept this?
As an official sponsor for WTA, StarHub didn't think so. Instead, we celebrated the women in sport who have broken the stereotype. Juxtaposing poignant footage of strong women working out with the backdrop of song lyrics “Whatever will be, will be”, we highlight the incredible things that women have accomplished and how they have risen against the odds, creating a future for themselves.
Notes:
As our society progresses more towards gender equality, there are many films and music that have not aged well.
That is how chanced upon Que Sera Sera, an iconic song beckoning its female protagonist to leave things to fate, rather than take control of her destiny. The lyrics are no longer relevant to women who have fought for what they want, and hence we thought it was an apt choice to juxtapose it against our film featuring strong women, to highlight the shift they have braved.
Film:
Creative Circle Awards Gong Show 2015
Film & TV Category - 2 Silver, Bronze
Cyber Category - Silver, Bronze
Ad Stars 2016
Film Category - Silver
Film Craft Category - Silver
Credits:
Creative Directors: Khalid Osman, Lester Lee
Creative Group Head: Paolo Agulto
Art Director: Marvin Liang
Copywriter: Sarah Chan
Production: Freeflow Productions
Audio: Fuse
Creative Circle Awards Gong Show 2015
Film & TV Category - 2 Silver, Bronze
Cyber Category - Silver, Bronze
Ad Stars 2016
Film Category - Silver
Film Craft Category - Silver
Credits:
Creative Directors: Khalid Osman, Lester Lee
Creative Group Head: Paolo Agulto
Art Director: Marvin Liang
Copywriter: Sarah Chan
Production: Freeflow Productions
Audio: Fuse