Black Heart Awards

• ATL
• TVC/VIDEO

TITLE

BLACK HEART AWARDS《黑心大奖》
ANTI-SCAM TVC

CLIENT

NATIONAL CRIME PREVENTION COUNCIL (NCPC)
/SINGAPORE POLICE FORCE

BRIEF

Raise awareness of the rising number of phone scams.

IDEA

As a parody to the all familiar acting awards《红星大奖》The Star Awards, we decided to create an alternative award – complete with its own trophy – to highlight the fact that scammers these days are getting more sophisticated and possess award-winning acting skills.

The best ambassador to send this message across? None other than our very own award-winning veteran actor Li Nanxing!

Primarily targeted at the mandarin-speaking population between 20-60 years old, the challenge for us was to weave in 3 different types of scams into one coherent 60s TVC that touches familiar ground yet highly memorable, and one that has the potential to be expanded into future campaigns as well. A light-hearted parody was chosen to capture attention, especially since the well-established MediaCorp’s Star Awards is highly familiar with the target audience, and it was a conscious effort not to resort to slapstick humour that makes fun of the situation, because it was equally important to be sensitive to the scam victims and their families.

TEAM

Storyboard/Script: The Thinc Group
Production: Stardust Motion + Pictures

Creatives:
ECD: Andy Tan Heok
Creative Director: Lyonne Tan
Script: Andy, Lyonne
Storyboard Art: Lyonne, Jess, Jarryl, Collin, Nickie
Account Director/Traffic: Clara Loh

Production:
TVC Director: Louis Chew
DoP: Gerald Stahlmann
EP: Michelle Wong
Producer: Suping
Assistant Producer: Lester

Crew :
1st CA: Leslie
2nd CA: Ke Xin
Gaffer: Kok Whye
Grip: Hoi and Short
Junior Grip: Jason & Wei Sheng
Soundman: Spider
Art Director: Isaac
Location Manager: Stardust Pictures, Michelle
Casting Managers: Ky, Suping and Claire
Stylist: Lai Chan
Makeup artist: Michelle C
F&B: Wei Kang
Transportation: Clarence
Online Editor: Benny
Offline: Jacen