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SINGAPORE: A campaign to promote family values has won top honours at the Singapore Advertising Hall of Fame Awards.
It picked up the Most Effective Media Campaign of the Year award and won the Ministry of Community Development, Youth and Sports the Advertiser of the Year award.
At the centre of the campaign was "Funeral", a television commercial describing the "beautiful imperfections" of a woman's husband at his funeral, in a poignant and at times funny, eulogy.
The advertisement gained widespread notice for its unconventional use of a funeral to address the issue of marriage.
It was aired on television and in the cinemas, and later gained over 2.7 million global views when it was circulated online via video sharing site YouTube and social networking site Facebook.
Two individuals involved in the campaign were also honoured.
Richard Tan, director, Communications and International Relations Division, MCYS was presented with the Advertising Professional of the Year award and Chris Chiu, executive creative director of Leo Burnett Singapore, was presented with Creative Director of the Year award.
"Funeral" was the brainchild of Malaysian director Yasmin Ahmad, who died in July. - CNA/vm
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