Girl in The Mask
Client: Operation Smile
Film Craft
Client: Operation Smile
Cheil China, Beijing / Cheil worldwide HQ
Insight :
Smog becomes a common weather in China. People cover their faces with mask to against air pollution. However, every 20 minutes, a child is born with cleft condition in China. Most of them come from poor countryside. Depending on the type and severity, a cleft can create serious health issues if not corrected. Kids can have impairment of speech and language development, and they may also suffer from bullying and social isolation. They are scared of going out because of their inner smog.
We want to let people know about these kids though a film. They need our support, and deserve exceptional surgical care to expel their inner smog.
Awards :
Spikes Asia - Healthcare: Corporate Image and communication: Film - Bronze
London International Awards - Health and Wellness craft: Cnematography - Bronze
Ad Starts - Fim Craft - Cinematography - Grand Prix
One Show - Online Film and Video - Silver
Idea:
Waking up in the morning, a little girl is happy to see the smog outside her window. Different with people who complain the smoggy day or stay indoor, she enjoys being outdoor very much. After breakfast, she puts her mask on and runs outside. She says “hi“ to people whom passerby, and helps the traffic policeman. Her smiling face becomes a sharp contrast to people whose eyes with depression and sadness.
She has a great day outside. After she comes back home, she takes off her mask. The camera zooms in on her front face and reveals her cleft condition. Her inner voice: “With my mask, I look like everyone else.” In every 20 minutes, a child is born with cleft condition in China. Help child smile again at Operation Smile.
Result:
Video of “Girl in the Mask” received over 100,000 views within a day on”6.1”Tencent Charity public wechat account.
Over 30,000 views within a day on Operation smile & Marriot Group H5 page.
257 Marriot hotels, Jiangsu TV, Tencent, Ifeng.com have forwarded“Girl in the Mask” video.
Over 20,000 times donation have been made in one day, received RMB200,000.
