2017 Finalist

A micro film, entitled Pa's Expressions

Singapore Press Holdings Limited

Singapore, Singapore

Category Brand Awareness Campaigns

Overview of this campaign

The 10-minute film ,Pa's Expressions, is part of a series of events aimed at creating brand awareness following Lianhe Zaobao's revamp in 2016.

Pa's Expressions was scripted and directed by Mr Wayne Peng, a Taiwan-born commercial film director who is also a columnist with Zaobao. To capture the passing of time and sense of history, Mr Peng and Zaobao team spent time researching and recreating the past to showcase the paper's transformations through the decades.

Results for this campaign

Pa's Expressions was premiered at 10pm 10 October 2016, on paid TV station StarHub Channels 111 and 825.
Viewers can also watch it online at the same time on zaobao.sg.
Besides the 10-minute film, a 90 seconds trailer version was also posted on zaobao.sg web page and facebook. Video on facebook receviced 18,000 views.

The film was also screened at a sharing session on 14 October 2016, at the Singapore National Museum's Gallery Theatre.
Mr Peng accompanied by Goh Sin Teck(Editor,Lianhe Zaobao )and Han Yong May (Editor, Chinese Media Group Digital) gave a talk and answer questions from the audience. More than 200 readers attended the session.

Zaobao also produced a flashdrive for Pa's Expressions, giving out to readers when they attend Zaobao's events.




To contact a company representative about this campaign, click here for the INMA Member Directory