TITLE
Black Heart Awards《黑心大奖》
PROJECT
Anti-scam TVC
CLIENT
Nati0nal Crime Prevention Council (NCPC)
YEAR
2016/17
Black Hearts Awards.
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.